Category Archives: Social Technology

Stop Nurturing Your e-Brand on social

If you do this…

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And that’s okay, if you understand how the digital ecosystem works.

Since 1920’s Australians have been encouraged to consume. Initially through the power of print media, then radio and television. 

Convenience has driven consumption of products and services for a hundred years, but somewhere in the last decade,  you and I became the product being sold, under the guise of community and human’s inherent (or learned) desire for connection.

Social media and technology platforms have so expertly distracted us from realising our digital selves are a mirror of our most vulnerable selves, disguising itself as a free solution to building our networks.

However, social technology and mobile media doesn’t connect us, it ‘distracts’ us and from it new daily habits and new norms formed.

Not sure, what I mean…?

Imagine there is a black out for 24 hours. Your phone has just run out of battery and there is literally no way to charge your devices. Even if you could, there is no internet connection.

You’re officially (and without warning) disconnected with no control over when reconnection will occur.

Think about that.

As an individual, How will that impact your mobility, your connection with your partner, children, local community, friends, extended family? How will it affect your earning capacity, ability to be on time (or even know the time), your access to money…?

Can you thrive, your way, in your everyday without being ‘plugged in’?

For most, the simple loss of electricity, paralyses our ‘normal’ everyday routine.

If you’re a small business owner paying ‘influencers’ to do this:

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Ask yourself how sustainable your approach to the market really is.

Social media nurtures a public profile for all to exploit.

It doesn’t organically provide you with community and opportunity or knowledge, merely access to information curated by an algorithm that it thinks you should like… and so you do.

The operational cost of participating is not just your privacy. It’s your intelligence. Now this is nothing new and you probably have felt very comfortable handing over your personal and business data to the AI-driven bots of the Big 7 for years.

But in the absence of legal protections and faint attempts by the ACCC to protect the business interests of media organisations above and beyond the actual human right to privacy for all Australians, your data will continue to be sold back to you, to increase your consumption of mobile and social platforms, because you continue to ride them.

Why do we capitulate so easily to being ‘dumbed down’ as both individuals and society?

The tide needs to turn and although an ethics discussion has been simmering, it is falling largely on deaf ears, possibly because of our collective apathy and the economics of a challenge seem unviable.

Civilisations have crumbled repeatedly throughout the history of man. Why?

Maybe it’s because we fail to recognise the patterns of history do apply to the living and rather than seek to amend our ways intelligently, sustainably and purposefully we default to the convenience of consuming the information provided to us, rather than proactively seeking what is in our collective best interest.

Do you care enough about yourself and your loved ones to seek out a future where your daily actions are your own, or don’t you feel your privacy is worth anything anymore…?

This week’s Challenge: Remove your social media platforms from your phone for a week and see what you are really missing out on.

It’s time to re-think your approach to Social.

I spent a day with some of the brightest young minds in advertising last week.

The similarities

All were fabulous, capable, intelligent, hard-working ‘go-getters’. All were running some of the better social media campaigns in Australia.

Some were from boutique agencies doing really cool stuff, others had evolved to freelancers, some were in-house marketers, while others were clinging lovingly to the structural ropes at some of Australia’s biggest agencies.

All were social coordinators, social leaders, the agencies’ ‘social experts’.

Yet, throughout the course of the day, I felt myself go through all the stages of grief.

I took the next day off to get my head back into production mode and (as luck would have it) I was surrounded by social marketing and social media practitioners who also shattered my new media soul into a thousand pieces when they started telling me How2 Social through buzz phrases, which included (but painfully was not limited to) ‘personal brand’ in the same breath as ‘authenticity’ and ‘social measurement’ as Facebook metrics.

Over two separate days in two completely different environments, my grief was confounded.

Why?

In the short space of two days, it became abundantly clear that current practice is merely a hybrid of the platform ‘certified’ sales pitches. A regurgitation and adaption of the papers we were writing and the presentations we were giving back in 2012…

OVER FIVE YEARS AGO!

(and yes, I know I’m screaming, but seriously…?!)

Discussions around social media have traditionally been driven by the available technology, or social community management issues that have arisen through the event of participation.

Traditionally, advertising and media agencies have worked behind a thin veil of creative agency presenting ‘the solution’ as the requisite bridge between product/ sterile company and desired consumer.

Sadly however, a large percentage of Advertising, PR, Communications and Media Agencies are entrenched in outdated business practice when it comes to production for and distribution on social.

If these company representatives are anything to go by, even the agencies who have re-badged their Art Director to Creative Lead are missing the point somewhat entirely!

This only compounds my grief as Australian agencies should be leading the global creative charge in this space (and no don’t point me to the self-congratulatory industry statues corporations spend millions to win each year).

Creatives have the opportunity to lead, rather than dwell.

Directors have the opportunity to integrate and showcase, rather than merely direct traffic.

Oh.. and to the Preditors (the hybrid being that is both producer and editor) let’s make a concerted effort to lose the jargon.

It’s not about what you call yourself, it’s what you say and do that drives impact.

Snap gains sight, as it farewells chat

Snapchat launches Spectacles – its video and audio recording wearable for funsters

and parents…

While the yet to be discussed personal security implications of Spectacles is yet to be  acknowledged, let alone realised by the majority, they hint towards a very near future of integrated wearables.

Much in the same vein as mobile phones effortlessly transformed into smartphones and an extension of mankind, are Spectacles the next step in new media?

#WatchThisSpace

In other SnapChat news, SnapChat is no longer and Snap Inc. it is.

‘When we were just getting started it made sense to name our company Snapchat Inc., because Snapchat was our only product! Now that we are developing other products, like Spectacles, we need a name that goes beyond just one product – but doesn’t lose the familiarity and fun of our team and brand’ said Snapchat founder (and Miranda Kerr’s finance), Evan Spiegel.

‘Changing our name also has another benefit: when you search for our products it will be easier to find relevant product information rather than boring company information or financial analysis. You can search Snapchat or Spectacles for the fun stuff and leave Snap Inc. for the Wall Street crowd 🙂

Given the recent intro of Spectacles, it seems not only a timely re-brand, but a prelude to a product range of integrated wearables.

Snap Inc.’s approach, also highlights the importance of search in locating company products, no matter what the size, shape or form of your company.

Context Matters

A timely reminder to never underestimate:

  1. the importance of context
  2. the power of media technologies to misconstrue intent

(One does hope the Duke and Duchess don’t mind being used in this instructive context)

 

Introducing my digital baby

As many of you know, last year I earned the privilege of parenthood after giving birth to my first child.

What you may not have been aware of… I also birthed my digital baby: How2 Social – a social education and mentoring platform.

My intent: Give everyone, no matter what their current skill set online, the opportunity to social with confidence.

In the year since, I have been splitting parenting duties between my now toddler and evolving the How2Social business concept while also setting myself the task of getting down and dirty in the back end of the build.

Admittedly, it has taken me a lot longer to get to this point than I originally thought it would, but that in itself has been an invaluable learning for me as well!

Which is why I am so thrilled to be able to introduce you to How2Social.com

Think of it as a concierge for social.

Built for the express purpose of enabling people of all ages and ability in and around social and digital media technology.

In the original stage we are launching with four distinct programs. They are:

  1. The Art of Social Parenting – the parents and guardian’s toolkit for managing their digital families.
  2. Social Business – for small and large organisations developing / refining their social communications.
  3. Social Me – for individuals developing your personal brand online.
  4. Social Sports – the pro athletes and coaches toolkit for building value through social communications.

Each of them are umbrella programs for an array of content specific, social media enabling, practical How2guides with the added and personalised benefit of a dedicated mentor to help you build your skill and confidence while building your brand for personal and/ or professional use.

It was important to me to develop a quality and individualised solution for people to learn and evolve their skill set in a ‘safe place’.

That’s why at How2Social we don’t mass produce solutions.

Each program is specifically tailored to the individual and very specific needs of members wherever they find themselves on the journey that is social.

Membership is free and the programs are intentionally affordable.

When you have a moment, please visit www.how2social.com and if I can assist you in anyway, please don’t hesitate to let me know.

Additionally, if you know anyone who would benefit from How2Social education products and mentoring services, then please forward them my details and ask them to contact me directly.

e: tiff@how2social.com      t: @TiffannyJunee    li: tiffannyjunee

Thank you so much for taking the time to be here with me and celebrate the latest stage of my social technology journey. I am very grateful for your continued support.

xo Tiff xo

 

Up all night thanks to Online Gravity

Earlier in the week I received an inmail via LinkedIn from the overachieving Mr Paul McCarthy, letting me know his new book, Online Gravity  had been released.

Very generously, he forwarded a copy via post.

I first met Paul at a social media conference we were both presenting at last year and I was suitably excited for him.

Last night, before heading off into the land of nod, I thought I’d have a quick look through the newest arrival to my bedside reading collection.

This would soon prove possibly the most enjoyable mistake I’ve made in a long time.

Online Gravity is proof red bull now comes in paperback.
After flying through the first couple of chapters, my eyes were closed for less than 20 minutes before my brain sparked its first ‘must write down’ idea.

Wrestling out of bed and into the office to ‘brainstorm’ said idea, attempts to return to bed proved futile.

What is Online Gravity?
Paul McCarthy’s concept of the phenomenon of Online Gravity – an invisible force driving development (form and behaviour) in the age of the internet (online world) – is brilliant in its simple logic.

Online Gravity – the book,  demonstrates what the phenomenon does, how it develops and how it can be harnessed by individuals.

It marries the science of the universe, technology and business in easily digestible chunks – that makes you want to keep reading, to keep questioning and in consequence promotes deep and diverse, critical thinking.

With the unprecedented rates of change expected in global business structures, processes and workforce in the next five years thanks to digital ubiquity and the Internet of Things, Online Gravity is a tool every good educator should want to share with their students today to prepare them for a more evolved and much changed tomorrow.

While I still have a couple of pages left to read (full review to follow in due course), what I do know is Online Gravity should be on every digital media, communications and business syllabus.

It is an articulate, accessible guiding text on what we as digitally dependent individuals and businesses can expect in terms of process and practice. While articulating as a workforce, how best to harness the phenomenon of online gravity.

It is what true thought leadership looks like on paper and in practice.

What Online Gravity has given me
As someone who has been struggling with refining my PhD research question (just part of the joy of the process so I’m told), thought leadership such as Online Gravity motivates this humble researcher to stretch beyond convention in articulating the synergies and antagonisms of the new social business frontier and beyond.

As the principal mentor at How2Social.com, Online Gravity feels like a supportive hug as I jump off the new business precipice, confident in my ‘hunch’ of the ever-present need for and cultural importance of proactively enabling humans in and around new social and digital technologies.

Thank you Mr McCarthy for sharing the phenomenal read that is Online Gravity!

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Online Gravity is published by Simon & Schuster Australia and is available in paperback ($32.99) and e-book($17.99) formats.

If you are looking for a copy to call your own, Paul’s website provides the following guidance:

A number of eBook versions are also available including:

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Social Tech and Pro Sports: When Fans Turn Ugly

Social Technology enables access: to the good and the down right ugly of fandom.

A friend, who is new to the Twitterverse sent a copy of this tweet to me today via email, with his proposed Twitter response…

What I saw was great Twitter-quette from @Mark_Sanchez an athlete I’d never heard of prior to this morn (NFL’s not exactly front page of the sports section down here in Oz).

What my friend saw (and was subsequently outraged by) was a mean fan.

Now his proposed response was everything you’d expect from someone not yet immune to the unfiltered exchanges that permeate the Twittersphere.

It was terse, it was pure exasperation and it was just as emotional as it tarred all mankind (and of course the Great Lord above) with a lack of intelligent design to engage with Mr Sanchez in this way.

This was fandom, flamed.

The Twitterverse, as a study platform for understanding the motivations and machinations of human behaviour and communication, is at it’s most simple: a crowded sphere of opinion and sentiment.

And my friend certainly had his!

Although what he also had was time. Not through choice, but because he needed guidance on how to use the technology to respond.

My instructions to him were simple:
– Reduce your text to 140 characters using Twi-language
– Search for the original tweet in player’s twitter feed and ‘link to’ it using a right click
– Remember: the best thing to do in communicating (through Twitter) is not to be emotional

I also told him: think of your professional online profile. I knew that would stop him into consideration.

I explained: Twitter is searchable and given the nature of his proposed response (inclusion of a not overly glowing reference to God) was likely to provide a little more than a spark of its own.

I questioned whether the Twitterverse in this instance, was actually the best place for him to be defending his atheism by doing a little flaming of his own…?

Not surprisingly, his preferred course of action was a non response. He ‘let it go through to the end goal’ (you know what I mean…!) so to speak.

While it is Twitter’s dynamism that enables the global masses, it’s non regulation is both its beauty and its beast.

Knowing how to best respond really comes back to a question of self regulation and ultimately, control.

So what is the correct thing to do when you see someone, a sporting hero, celebrity, or friend attacked in the Twittersphere?

Do you jump in and claim the space of ‘having their back’…? OR can you report the ‘flamer’ to the authorities for being mean?

Sadly, Bullying doesn’t stop in the school yard. Some people continue the practice well into and throughout their ‘adult’ life as well.

The rules of engagement (with professional athletes) in the Twittersphere is also a blurred social space now… especially if the athlete manages their own account (which IMHO I think they should… but only if they are mature enough to self regulate, manage through their emotions and act professionally at any given hour)

I remember when my brother was playing for the Sydney City Roosters, his captain Brad ‘Freddy’ Fitler, jumped the perimeter at the Sydney Football Stadium during the game and went after a fan who as it turned out, had thrown a cash register roll onto the field which hit my brother in the head and knocked him out cold as the Roosters stood huddled in goal.

Now ‘Freddy’ reacted instinctively and made a bee line for the perpetrator of the assault, but by the time he’d ascend the stadium steps, grabbed the 19 year old responsible, he’d either cooled down enough or heeded the advice of surrounding security and police on hand to stifle a response.

Now a professional footballer’s instinct on Twitter is no different. However, this is not as easy to do when the distance or space and time, between a Twitter event and response is muted by the prevelance of smartphone technologies…

Because it’s here where space and time morphs into one.

The ability to STOP, wait, think and breathe through the options available (respond / don’t respond) really makes all the difference in EVERYONE’s (not just the professional athlete’s) management of communications (with fans and colleagues).

There is not a person alive who wouldn’t be offended if they had been the intended recipient of the Sanchez tweet.

On the other hand, there isn’t a decent human being who would read this and not think it’s author, gutless for cloaking their bullying under the cyber cape of anonymity.

As I said to my friend, why engage with someone who won’t even tell you their real name, let alone someone who wishes pain and injury to a 26 year old pro footballer who is just doing his job and under pressure to perform no less (yes, I did my research) with rookie Geno Smith pushing for selection this preseason.

Professional footballers don’t need anyone to tell them when they’re not playing well. However, ridicule for a bad day at the office (or even a good one) is sadly the nature of invested interests or fans who live for a result.

What I do know, is that whatever the 2013-2014 season holds for Sanchez on-field, in the Twittersphere he is leading by example.

And in Australia, #NRL #ARU #AFL #FFA could well take note.

To Follow or Not to Follow: Which Twit? Is the Question…

Twitter’s 2000 follow limit encourages us all to proactively manage our ‘followers’ and dedicated Twitter lists.

My modus operandi goes something like this: You pique my interest, for whatever reason, I’ll follow you. 🙂

My follow back policy is equally straight forward: You follow me, I #FB (that’s ‘Follow Back’ for the uninitiated).

Why? Well, because… in the Twitterverse,

1. EVERYONE has a public profile and no one ‘Twit’ is more important than the other. (Unless of course you’re a Belieber, then the rules of the game change completely and turn a late teen into a deity! But that’s a whole new discussion thread)

2. A ‘follow’ represents a turn in time. Someone has taken the time to follow me, so I can take a moment out of my tightly scheduled day to return the compliment.

3. An extended network of associates encourages opportunities for learning, teaching, business and insights into what constitutes the art of conversation.

4. I tend to ‘unfollow’ the passive aggressive sales Twit and spambots with ninja-like efficiency.

5. I generally give individuals, teams and organisations a week (maybe two) to follow back, after which I generally unfollow and file them into my Twitter lists. (Recent changes to the use of Twitter’s #’s has made following/ creating # community conversations a little more challenging without paying for the privilege)

6. At the moment, I do respond to DM’s. This might change when I start receiving a thousand a day, however, for the moment I find DM a really efficient and effective communications tool. -Actually I prefer it to email which is so old school! 🙂

There are however, some exceptions to my follow back rules:

1. Although I can swear like a losing Rugby World Cup final coach at half-time, I don’t condone the use of foul language in public. So if you have a penchant for acronyms such as F.u.c.k or referring to women as ‘ho’s or *itches (you get my drift), thank you for your follow, however, I won’t be following you back.

2. Likewise if you promote cruelty to children, animals or individuals based on colour, race or creed, once again, thank you for your follow, however, I won’t be following you back.

This is how I roll on #Twitter atm. It’s entirely up 2U if U want 2 cyber roll with me or not.

Either way, I hope your face aches from smiling all day today and everyday.

xo

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