Dreaming of Social Media Success – Thoughts from #Sreeattle 2015

"Can you make me Twitter-famous” or as referenced occasionally by the younger crowd “Instafamous?” I often hear this question from friends and some brands. The rise of social media platforms in the last few years has spawned the idea of instant validation and a podium to express point of views and beliefs. While there is a bit of validity to this idea, taking a step back and examining social media closer, the truth is much like other communication platforms – success doesn’t happen overnight and the “gurus” and “mavens” of the digital world often obtain their status after months if not years of dedicated cultivation and practice.

Last week I had the opportunity to listen to "Sleepless in Sreeattle - A Night of Social Media," a lecture hosted by UW Comm Lead at the Seattle Art Museum. The talk featured renowned social media expert Sree Sreenivasan, Chief Digital Officer at the Metropolitan Museum of Art and former professor at the Columbia School of Journalism. He’s been named one of AdAge's 25 media people to follow on Twitter and one of Poynter's 35 most influential people in social media. In his current role Sree oversees a team of 70 people on the digital side - video, apps, mobile, social, geolocation, web, data, e-mail, and more. Sree describes his current role as telling “a million stories about a million pieces of art to a billion people.”

The talk focused on how to get the best use out of time invested online and how to build more fans and followers and how to do so in a smart, strategic, and sustainable manner. As Sree joked near the beginning of the talk, the premise alone is enough to warrant a hefty conference fee type of price tag. Yet thanks to Hanson Hosein, Sree, SAM, and UW Comm Lead it cost less to attend than a drink at Starbucks.

Wide spread use of social media has created an interesting challenge, how do you get heard in the midst of all the shouting? Sree provided a powerful answer to the question, “Where everyone is a content generator, those who are trained will rise to the top.” Social media has created an unprecedented opportunity to be heard but it’s not as simple as turning on your smartphone and snapping a few pictures on Instagram or sending some tweets. To get to the expert level, consider Sree’s ABC and SAA rule: Always be collecting; share as appropriate.

An excellent example of sharing as appropriate arose early in the talk as we all paused for a moment of silence to open up the lecture in honor of those who lost their lives in the Charlie Hebdo shooting. This brief act of respect stemmed from Sree’s earlier pledge to temporarily stop tweeting and posting following the shooting. His intention was to do his part to reduce the amount of “noise” being produced that day and allow the truly important information to rise to the top. As he put very eloquently during the talk, “don’t promote yourself when the world is falling apart.”

It’s no secret but social media similar to a resume should always be up-to-date and reflect the best most current you. Relevant accomplishments or tasks even if temporary should be part of your digital footprint. For photographers this might mean highlighting one of your best photos or for writers it might be a link to your most recent post. This tip applies to all social networks but is particularly important for sites like LinkedIn or Twitter which are often used as a basis for your digital identity.

Whether it’s Anthony Weiner’s dick pic or the epic lewd tweet by US Airways. Social media provides users the power to engage with larger audiences but it can also be the gateway to trouble.

With this in mind, it’s important to be deliberate, strategic, and smart in all social media usage. Sree mentioned during the talk he spends 3 to 6 minutes composing his tweets. Why? “It’s the only thing that could potentially get him fired or divorced,” Sree joked.

Social media at times seems much removed from reality but as we’ve seen countless times since its invention, it has real world impact and consequences.

It’s tempting after signing-up for your first social network to jump atop the soap box and start spouting your perspective and point of view. Social media is powerful beyond its broadcasting capabilities however. One of the elements which has made social media such a unique medium in modern day is its ability to facilitate listening and create conversations. With this in mind it’s important to consider those on the other end of your bullhorn. Pausing for a second you’ll notice everyone all of a sudden has a bullhorn similar to yours, even if it’s spouting a point of view which deeply conflicts with your own.

Here lies the true challenge of becoming a social media “expert” or “guru,” it’s all tied to authenticity and people.

Often what’s common sense in real life is common sense on social media. Like the real world, social media has etiquette. Sree spent a good portion of his talk commenting on it and how it affects your performance online. One of his most salient tips, “don’t be an ask.”

Similar to how in real life, you can’t walk up to someone and just start asking for favors or requests. You can’t do it on social media either, despite the countless random LinkedIn invitation requests you might get that say "Since you are a person I trust, I wanted to invite you to join my network on LinkedIn.” To avoid being an “ask” on social media consider the following Sree tips:

• Don’t just cold call or ask for favors
• Build relationships with people online
• Reshare and Retweet (RT) other people’s content but also add value
• Don’t just promote yourself; be a pointer to other people’s content

Instead of being an “ask,” strive to be authentic and connect. As I’ve personally experienced, sometimes you can meet people who will transform your life and perspective. A few great folks I’ve met online include @bethevans, @seattletallpopp, @lukobe, @leah_motz.

Sometimes connecting for no particular reason is the best way to start and can lead to unlocking opportunities and conversations you never considered.

Ultimately social media is an exercise in being human and continuing to learn and grow from interactions with others. As someone who’s been active on social media for a number of years, it was refreshing to hear Sree share tips on how to succeed on digital platforms and most importantly for my point of view be a better communicator and person. So while it’s possible to become “Instafamous,” social media at its core is about so much more than being an internet celebrity, it gives people the power to connect, engage in meaningful dialogue, and create relationships outside of their immediate network.

Special thanks to UW Comm Lead, SAM, Hanson, and Sree for the presentation. Curated tweets from the presentation below along with a link to Sree’s presentation.

Sree's Slides

Love Lost In Foursquare Breakup

As a hardcore Foursquare user, I hate to admit it but the service has lost a bit of its mojo with the recent update which split the service into two components – Foursquare and Swarm.

The new Foursquare functions similar to Yelp and expands on the service’s previous efforts to focus on local discovery and recommendations. Foursquare continues to deliver on both aspects but now relies on Swarm, its sister app for new location data.

Swarm functions much like the original Foursquare and is faster than its predecessor for check ins. Some of the components migrated over from the original service include the ability to see nearby friends, check in to various locations, and view venue specific info. Added to the service is an increased awareness of your location when you open the app, stickers to represent actions, and similar to Facebook’s recent “Nearby Friends” feature, the ability to broadcast and share your location with friends to increase the chance of impromptu meet-ups.

Core components missing from the new apps include the stat board, badges, points, and Foursquare's popular Mayorships.

The Foursquare breakup while not perfect isn’t a death sentence for the location service necessarily. It’s likely only the beginning of the next chapter.

As a longtime underdog in the social media world Foursquare has adapted and changed with the times. It has proved it can be resilient and focused on an established vision. All being said however with its increasing age, it runs the risk of losing ground to newer apps on the market. One of the most notable is Move. It was recently acquired by Facebook and tracks movement and location without the need for user driven check ins. Paradoxically, it’s powered by Foursquare for location data.

For now I’m still in, even if it means I can’t be the Mayor of my favorite spots.

Lessons from the Movie "Disconnect"

Not sure why but “Disconnect” flew by my radar when it was first released. I briefly remember hearing chatter about it shortly after its release but given the film’s dark subject matter – negative effects of digital media, it wasn't a blockbuster. Oddly, I viewed the film isolated from my digital networks during an international flight from Seoul to San Francisco.

The digital divide is often discussed primarily as an issue related to education but “Disconnect” takes the idea a step further and positions the issue as a basic necessity in today’s world. Characters without a strong grasp of digital media find themselves confronted with tragedy in the film while those who understand it easily manipulate others.

“Disconnect” connects the lives of four families through a series of interconnected events. In this group narrative the film examines a number of issues related to digital literacy including cyber bullying, online sex trafficking, and identity theft to name a few of the big ones. Each story unfolds innocently but winds up leading the characters to the doorstep of personal tragedy while taunting the audience with a hint of “it could have been avoided.” Hollywood style tragedies are absent from the film. Instead, “Disconnect” reaches for a few real life horrors such as attempted suicide, financial ruin, and modern day “slavery.”

The film is held together by the promise of relationships in the digital age. Once stitched together primarily by dotted line relationships, e.g. parent-child, partners, and neighbors, “Disconnect” brings to light the power of digital media, the ability to create new relationships outside of established networks. While harmless on the surface or when conducted in full transparency, misuse can lead to tragedy as shown in the film.

Traditional relationships also exhibited a noticeable amount of strain in “Disconnect” due to the creation of “digital networks.” Characters exhibit an inability to maintain common ties with family, friends, and significant others. Reasons for the strain manifested in the form of smartphone addiction, 24-hour work cycles, and digital realities. One strain which struck a strong chord with me was a fleeting memory. Shortly after one of the character’s brother goes to the hospital for attempted suicide she has her grief interrupted by a friend’s text conversation. The scene plays out as follows

“He was just hanging there, cold and blue… I tried to yank him down but it was too late. He was already unconscious.” Main Character

“I’m sorry to hear about your brother. Do you think he’ll be okay?” Supporting Character

Supporting Character’s phone buzzes

“OMG, Bobby invited me to his party! Can you believe it!?” Supporting Character

There is an uncomfortable pause in the room.

The main character in the scene breaks the pause by violently throwing her lunch on the supporting character and then storming off.

Overall the movie is solid and should be on the required watch list for people working with digital media and used as a teaching device to illuminate the dangers of our new reality. Now over a decade into the age of interactive media, government policies and social etiquette have fallen behind technology. In its wake can be found ruined lives and trampled connections; digital media is no longer “child’s play.” It has serious implications which can disrupt the real world. Explore the web with caution and skepticism, everything isn’t what it seems.

Outgrowing the Walled Garden

Since its launch, Facebook has been on a steady march for the open web. Following the company’s history you can see some of the subtle signs. First it was a move away from college exclusivity and most recently it adopted hashtags to make content searchable. Last week Facebook took its efforts to make data public further by announcing the ability for users to embed posts in other parts of the web. Similar to Youtube, Twitter, and other open social networks, Facebook is now beginning to live outside of its “walled garden.”

This maneuver will increase the network’s ability to seep into other aspects of our lives. At first the thought of this occurring seems like a dramatic departure from the networks roots but taking a step back it’s actually part of a trend already occurring without Facebook intervening. Think about it. Today posts are already shared by media and people outside of the network’s ecosystem. From text conversations to screenshots appearing on various parts of the web, Facebook is becoming present even when you’re not logged in.  To increase the potential of this trend growing Facebook is merely providing brands and users with the ability to take their content and place it wherever they want on the web.

Now in a new era of social media we are beginning to see a shift towards open environments focused on sharing content universally with the web, not just a closed group of friends. Slow to the public stage Facebook is finally pulling itself onto the open web, dragging its reluctant user base with it.

[Photo Courtesy of Snlsn]

Status Update - 3.24.13

Last week flew by thanks to a mix of time spent helping Citizen University with digital media support, attempting to build a "perfect" city on Sim City, and working on Jumpstart. I always fail at staying idle for extended periods of time. My gears are turning again. Short post this week about what I’m up to. Completed...

Social media support for Citizen University
HTML and CSS Level 2 class at SVC
My first independent new business pitch Started...
Creating to-do lists with Evernote focused on big tasks for the day
Using Foursquare to search for new experiences in the real world
Managing my calendar with Sunrise
Storing documents in the cloud using Dropbox
Exploring the world of digital payment with LevelUp and Square Wallet
Attempting to build the “perfect” city on Sim City
Learning more about content strategy
Discovering recipes via Pinterest
Reengaging with Google+

[Photo courtesy of Flickr user Schnitzel]

SMC Seattle Looks Ahead at Social in 2013

SMC Seattle started off the year with a bang on Tuesday by hosting "What's Hot a Look Into Social and Digital Media in 2013." The event took place at the Social and offered Seattle's social media community a chance to reflect on the past year and discuss what was in store for 2013. To help with the conversation, SMC had a panel featuring representatives from Microsoft, Amazon, REI, the City of Seattle; PwC monitored the event. I've provided a list of the speaker's names and twitter handles at the end of the post.

2012
In a 1,000 Words
Taking a look back at the past year the panelists unanimously agreed that 2012 was the year of image based social media. Over the course of the year we watched the rise of two networks, Pinterest and Instgram. Both were notable for two different reasons. Pinterest came out of nowhere but became widely popular with women and retailers who found the site to be a perfect digital storefront. Instgram began its life as a well kept hipster secret but officially became mainstream after Facebook purchased the service. Image driven social media changed the digital landscape and allowed organizations to effectively deliver messages to audiences through photos. REI mentioned during the event that Pinterest has now become one of its top 10 traffic sources.

2013
An Expanded Tool Box
Social media measurement will continue to be vital for businesses in 2013 as they decide how to allocate  resources. With new social sites like Vine emerging frequently, it's becoming more important for community managers to be able to quickly analyze conversations and determine what's an effective platform for their brand. During the event PwC predicted that 2013 would be the end of "shiny object syndrome," hinting that many companies would be taking a step back to listen and optimize their digital efforts. The City of Seattle brought up a good point during the conversation stating, it's often impossible to be on every network out there. It's becoming increasingly important to understand where your audience is and the most effective means to deliver your message.

Organizations are also becoming less reliant on third party tools. Amazon mentioned its a strong believer in creating in-house social tools to help customers. REI is also a believer in developing tools internally. The outdoor retailer just recently developed its own social network titled REI 1440. The site is focused on user generated content (UGC) and integrates seamlessly with other networks. REI believes that UGC will become increasingly important for companies in the future as they further cultivate relationships with customers.

Creating Connections
People are increasingly interacting with brands online to receive support. This unique touch point is providing brands with the opportunity to market themselves and cultivate relationships with customers. Microsoft mentioned that relationships are important with customers because it increases the level of trust and authenticity. When done correctly, this type of interaction can lead to better services and sales.

As the only government representative on the panel, the City of Seattle offered valuable insight into how its using social to help citizens. An early adopter, the city has seen its efforts evolve from blasting content to fostering dialogue and listening to citizens about their concerns. The city hopes to utilize social to allow for people to engage with government abroad and personalize it.

What's Next?
With new networks and expanded services already on the horizon, 2013 is shaping up to be an interesting year. Issues that I'm currently keeping my eye on are social search, video sharing, and influencer measurement tools For other great recaps, be sure to check out posts from Beth Evans and Kelsey Kaufman.

What are your thoughts for social in 2013 and what are you excited to see?

Panelist Info:
Sabra Schneider: Director of Electronic Communications, City of Seattle
@sabrak

Lulu Gephart: Manager of digital engagement, REI
@lux2

Lourdes Orive: Director of Community and Online Support, Microsoft
 @lorive

Moderator Info:
Dustin Johnson: Managing Director in PwC’s evolving Digital Change and Social Business practice
 @dustinjo


[Photo courtesy of Flickr user Emily Marsden]