Dogs, Blogs & Relationships

The last few months have been pretty confronting for me and it's safe to say that this blog has suffered because of it. My productivity dropped from 1 post per week to 1 post per month. While I tend not to focus too much on personal concerns here, it seems the most appropriate time to ditch that strategy right about now.

Around 3 months ago, a 4 legged fiend came into my life (meet Bach, my 6 month old Kelpie X). He can be an absolute handful, but he has changed my life in so many ways and taught me a lot. From understanding the impact of leadership, the importance of patience in building success and that sometimes you really do have to fail in order to learn.

Fail I did, learnt I have!

I've also had some other life changing events. In short... 2009 was huge. I got married, moved to Melbourne for work and to carve out a new life and bought my first home to top it all off... Only to have the slate wiped clean with what seems to be the curse of our generation. It seems to be the norm for people to walk away from a relationship when things are difficult, rather than sticking with it and working at it. Leave it to life to throw you lemons!

I've had some time away from here to get my house in order and re-assess things... I have a clean slate, and a burning desire to lead a healthier and more inspired life. It can be difficult to find the motivation to dedicate hours of research and writing... but succeeding online is just as much about a well thought strategy and a long term commitment - not just the occasional bright idea.

So for my first post for 2010 I won't be naive enough to be making predictions but just wanted to leave putting down a thought.  Whatever is on the horizon, I'm certain that passion and an ability to accept that things you now hold as truths today will evidently change tomorrow will be two traits that keep this digital universe I've come to love thriving.

Social Vs Capital

If there's been one debate through out 2009, it's been focused on how business can make money of social media... it's a Social Vs Capital debate.

With brands trying to stick up banners, provide 'exclusive' discounts, agencies trying to push "awareness" activities... the problem is they will ALWAYS be the elephant in the room.

Where profitability really comes into play is the level of social capital a brand has in the space. How much people are prepared talk to or about a brand in an authentic fashion. A lot of the time marketers forget that the values that underpin social media, aren't too far away from the values the drive true word of mouth.

Why You Shouldn't Hire a Social Media Specialist

The demarcation between business divisions are fading and news cycles are shortening, meanwhile 'New Media' takes hold, even in Sub-Saharan Africa. As responsibility falls between departmental cracks #Vegefail, 3M, Telstra FSC, Domino's, Southwest Airlines, and other Social Media car crashes spread like wild fire on and offline.

No-one could predict the explosion in global communications from the first broadcast 100 years ago, it's the evolution of Media in action. It would be naive to think otherwise, and it's also the reason you shouldn't hire a Social Media specialist. Today we need different kind of giants.

"If you always hire people who are bigger than you are, we shall become giants" (Ogilvy).

Social Media is one part of the bigger picture for business... and for most in Australia (still very small). There are pros and cons for hiring and outsourcing for Social Media but shilling out a campaign budget to have someone else take responsibilty is not embracing the medium at all.

Why you shouldn't hire a social media specialist.
1. No-one knows the workings of your business like you do.
2. You can use leading agencies/consultants to develop a best practice Social Media strategy and guidelines.
3. Nobody knows what the next communication leap will be, being 2.0 compatible can only help.
4. Social Media increases the intimacy of customer relationships online.
5. Your employees should be your biggest advocates.
6. Social Media doesn't happen in a vacuum, it's a mirror of the world at large - good business practice is good business practice.

Companies need staff that: embody their brand and can take it to the world, understand marketing, news cycles and writing skills, are advocates of science, adept business analysts, understand law, culture, the arts and psychology. Universities need to provide a progressive education to communications students that empower multi-disciplined engager's, and business needs to demand it.

Hire people with gravitas not just competence.

99 Social Media Failures

Q: What's the best way to fail in Social Media?
A: Do nothing.

Social Media is all about learning from mistakes... god knows I've made quite a few and almost certainly will make more. Here's a collection.

Image via lifehack.org

99 Social Media Mistakes, Complaints & Failures.

1. Doing nothing 'cause you're scared of what people will say.

People are going to talk, with or without you. (Wired)

2. Pretending to be somebody else.

When is it ok to lie to a customer? (mumbrella)

3. Stalking people across multiple networks.

Stop it. Social Media is a cornucopia of touch points but don't over do it.

4. Building a fake private Twitter account, and branding it later.

I've been followed by 'individuals' who later turned into gaming brands.

5. Bait and switch users with misleading links.

Becoming a problem as more people share truncated links. (Search Engine Land)

6. Selling your product all day, everyday.

Social Media is about capturing interest, not just sales. (The Next Web)

7. Failure to respond when asked a reasonable question.

It's a crime to have a presence yet ignore customers. My favourate is @VlineInform

8. Acting as if Social Media is alive, just 'cause you've arrived...

Bloody @Oprah and every Australian news media outlet.

9. Plagiarising bloggers content.

Most bloggers are overtly happy with a mere hat tip. (Journalism.co.uk)

10. Starting a blog with out doing any homework.

You need a point of difference... everyone jumps into this head-first. (Pro-Blogger)

11. Expecting people to read your blog when you don't read others.

Odds are, theres stacks of intelligent and original thinkers you can connect with.

12. Not personalising your profile.

People want to know who you are, what you're about. (Webinknow)

13. Preventing users from providing feedback and comments.

Somewhat controversial, but 90% of the time it should be open mic. (Pro-Blogger)

14. Giving fake reviews of your own products online.

Doesn't matter how you justify it, big mistake. (5 Blogs Before Lunch)

15. Forcing users to link to your site to participate in an event.

It's black hat and bad practice. (Recent example on Who is in control of your brand?)

16. Being rude.
...

17. Aggregating lists of popular lists to get traffic.

Unoriginal, unintersting. (Just like this example)

18. Having a mental breakdown online and sharing it with the world.
It's like driving by a car crash, you can't look away. (Mashable)

19. Mixing up your personal and brand profiles in Tweetdeck.
Sure, probably not a biggy for most people.

20. Not setting up Google alerts for relevant keywords.
It's free, it's flexible, it's timely.

21. Stealing photo's from flickr, passing them off as yours.

It'll play bad when someone figures it out. (Skitzzo)

22. Stealing creative ideas from flickr, passing them off as yours.

It'll play bad when someone figures it out. (Webinknow)

23. Stealing creative ideas off Youtube, turning it into your TVC.

You got it. It'll play bad when someone figures it out. (mumbrella)

24. Loading your TVC on Youtube and calling it viral

Two completely different communication techniques. (Online Marketing Banter)

25. Addressing everyone as "Dear valued client..."

Why would you do that? Talk about customer relations.

26. Not getting that communications evolve.

It's not a fad, I don't use a typewriter and I don't use morse code.

27. Using auto DM's and thinking they add a personal touch.

It's not personal, it's spam. (Tech Crunch)

28. Importing a Twitter stream and thinking your being social.

Using a feed because it's a buzz topic, is not embracing the medium. (ClickZ)

29. Not knowing what an RSS feed is, and not offering one.

Let people read your stuff however they want it.

30. Sending auto @ replies to people who mention your keyword.

It's spam, plain and simple. (Computer Weekly)

31. Changing the privacy policy on your network, and not telling anyone.

It's amazing how people react if they feel you're pulling one over them. (digitalOZ)

32. Begging others to RT you, it's pathetic

Can someone please tweet this, it took me ages.

33. Paying citizen journo's for favourable comments.

Again, amazing how people react when you try to pull one over them. (PR Distasters)

34. Thinking that your idea is going to 'go viral'.
It's probably not going to happen. No matter how much you spend.

35. Blocking access to Social Media in your workplace

For so many reasons Social Media can be an allie or enemy. (Chris Brogan)

36. Blocking access to Social Media on your mobile network.

3 Mobile actually charge you to access some mobile websites, on top of data. (Mashable)

37. Blocking access to Social Media in your country.

... reactions... pulling one over people... etc. (Mashable)

38. Lying.

Should go without saying. (PR Disasters)

39. Thinking people care about your product.
Your product, probably boring. Find an interesting angle. (Emergence Marketing)

40. Calling your product green when your website isn't.
Many make big claims, few think about their power sucking web presence.

41. Spamming those who are passionate about your brand.
There's a captive audience of loyalists.

42. Wasting money on 'promotions' when your fans want you to reach out to them.
Dear big brands, try this. 1 day less TVC's = hire someone to take your brand to the people

43. Not empowering Social Media enthusiasts to be your companies advocates.
Hire people that embody your brand, encourage them to talk.

44. Getting bogged down in possible legal issues.

It can be daunting but you've got a receptionist, or sales team yeah? (Copy Write)

45. Not moderating for abusive comments and spam.

Transparency yes, but truly offensive content requires attention (Laurel Papworth)

46. Responding to every negative comment.

Communicating isn't always about what you say. (Blog Catalog)

47. Not telling your customers when your business has a problem.

Surprising how understanding people can be if you show some transparency.

48. Not understanding how Social Media fits into your marketing mix.

Hailed the death of print media... it's not, it's a communication tool. (The Oyster Project)

49. Hiring actors/journalists/bloggers/assistants to fake persona's.

Smoke and mirrors don't work so well, nothing's a secret on the net. (Computer Weekly)

50. Not giving your employees (simple) Social Media guidlines.

So many companies fear Social Media for potential communication and legal pitfalls.

Think of the pitfalls if staff don't know what they can't say? (Search Engine Journal)

51. Preventing people from linking to your site.

Not sure why... but online, real links mean respect. (Ad Age)

52. Relying too much on online research.

There's a wealth of info online, it may not all be valid. (Pigs Don't Fly)

53. Blaming Google (your biggest traffic source) for stealing content.

Dear Rupert, did you not get the memo? (News.com.au)

54. Hijacking popular and irrelevant hash tags.

It's pure spam. (Search Engine Land)

55. Thinking Twitter isn't powerful.

One tweet led to a trip down under. (Webinknow)

56. Over using jargon.

It's easy to do, remember who you're speaking to online. (Marketing Mag)

57. Failing to listen.

Social isn't always about talking, it's just as much about listening. (Just Another PR)

58. Not learning from others successes and failures.

You would be suprised... how many people don't even bother to read.

59. Alienating people for publicity.

Sure, push the boundaries if you've got a reason. (Copy Write)

60. Not responding when your brand is under serious attack.

When your brands on fire you don't haggle over the price of water. (Kryptonite Locks)

61. Not recognizing that you are shooting at the moon...

You're going to fail, lots. Social requires commitment.

62. Using social media for astro-turfing.

If it smells fishy offline, chances are it will online too. (The Daily Background)

63. Spamming bloggers with your press releases, or often worse.

You read my blog, sent a pdf with no links and don't know my name. (Search Engine Guide)

64. Not understanding your brands online voice, find it.
Takes a little forethought to find the tone of your brand, it's not just words.

65. Filling your Twitter stream with automated posts.
It's not social, it's mind numbing, would you treat a customer like that?

66. Taking instead of giving.

Social Media isn't just a research lab...

67. Getting into Social Media 'cause there's a quick buck in it.

And yes those special offers you send via fax are fantastic! (Pro Blogger)

68. You utter the word 'guru' when describing yourself.

As if you actually discovered the internet. (BrandDNA)

69. Forgetting the importance of your website and its design.
Some seem to invest in 'Social' while neglecting their website.

70. Thinking Social Media has no commercial value.

If you can't figure a commercial reason for Social, think a little harder. (Inspired Worlds)

71. Hiding your companies personality behind corporate language.

It's the perfect opportunity to be approachable and authentic. (One to One)

72. Thinking you can't contribute to a community, just sponsor it.

Enthusiasts are already coming together? Why not ask how you can get involved?

73. Thinking 'news' is the only thing that can be talked about online.
There's a plethora of opportunity on the social web. (Search Engine Land)

74. Saying something, just for the sake of it.

There's no rules to success, just be honest and interesting. (Online Marketing Banter)

75. Sending insulting messages to people.

All it takes is a simple copy, paste. (Computer Weekly)

76. Squatting competitors urls & handles.

77. Ignoring the relationship between search and social media.

For so many reasons. (Search Engine Watch).

78. Not tracking your links.

So many complain about Social Media ROI... yet don't track it. (Search Engine People)

79. 'Doing' Social Media with no clear objectives.

Again, Social cops a lot for ROI but it's hard to measure without a yardstick. (Dosh Dosh)

80. Trying persuade everyone.

In reality there a subset of your followers that have the biggest influence.

81. Relying on strategic thinking alone.

Social media is the worlds largest experiment - recognise you may need to fail to learn.

82. Not understanding the power of giving.

The opportunity in offering something usefull to potential customers. (Marketing Vox)

83. Not reading comments.
It's where topics are debated, ideas fleshed out and the heavy lifting is done.

84. Spreading your presence too wide, and too thin.
The amount of networks a brand can consistently add value to is finite. (PR 2.0)

85. Having no crisis plan...

If something can go wrong, at some stage it probably will. (PR 2.0)

86. Using the exact same strategy and content across multiple networks.

Love it, you update Facebook & Twitter with every new presser. (Search Engine Guide)

87. Not measuring / monitoring your activity.
Yes it's possible! (I.e. - Radian6, Buzz Metrics, Dialogix)

88. Trying to get as many followers as possible.

Large unresponsive list = bad, smaller profitable base = good. (digitalOZ)

89. Signing up to every single Social Media network... or just one.
Find the most suitable platforms, and do them well.

90. Trolling competition online.

It's petty. (Boing Boing)

91. Being boring.

It's ok to have a sense of humour or a personality (xkcd).

92. Posting people's personal details for the world at large.

Admittedly, it's not something one intends to do, but still... (Computer Weekly)

93. Not understanding different networks have different etiquette.

Break norms for a reason, but understand what you can and can't do first. (SEO Chicks)

94. Thinking success should be measured in number of followers.
The number of followers tells you, in fact,very little. (Search Engine Journal)

95. Assuming all your followers actually saw your post.
Applies to all media in reality, not just Social. (Hugh Briss)

96. Buying followers.

It's another case of irrelevant and unresponsive list. (HuoMah SEO Blog)

97. Operating 9 to 5.
You can't work round the clock but you need to flexible or set expectations (i.e. Bigpond)

98. You treat Social Media as another advertising medium.
It's different. (MediaPost)

99. Not understanding that you are what you publish.

It's pretty simple: online bread crumbing for brands. (Webinknow)

So... What did I miss?