A Question Concerning the Ethics of Social Media Presence

Facebook Business Solutions
Image by davemc500hats via Flickr

Question: If, as CEO of a company, you personally and passionately oppose Facebook’s Privacy policies and methods, would you withhold having any presence on the site, regardless of what it may cost you?

I’m an advocate for intelligent adoption of emerging technologies and media for individuals, non-profits and businesses. I believe they can be useful, pliant and remarkable tools as part of larger internal and external strategies. But I also believe that the uses of these media need to be integrated in accordance with the specific needs and resources of an enterprise within the larger contexts of what it means to do business.

But one matter is often overlooked, which is what I raised in the question above. What if you believe that a particular medium is run by a company who – in your eyes – has questionable or no ethical standards? Would you shrug off the matter and ultimately decide that you need to reach your customers on Facebook or Twitter or on any other medium which you don’t own and have no say in?

After all, when you set up a Facebook Page, you’re effectively entering a business relationship with Facebook – even if you don’t run ads or otherwise cut a check. Just as any smart and ethical executive would question entering a partnership with an un-trustworthy vendor, shouldn’t executives similarly consider the trustworthiness of the companies who run media sites?

I won’t answer the question here. But I would suggest, that executive leaders (and agencies) fully understand not only the properties of the media companies they use but also the ethical values and practices those companies employ.

We are living in a time when leaders must possess a minimal understanding and proficiency of emerging media. That entails not only a technical understanding of them but also an ethical wisdom and awareness.

Given Facebook’s changing policies with respect to Privacy, Healthcare executives must especially be pondering this question. As my friend Faisal Qureshi aptly stated:

@PhilBaumann if you're a Healthcare CEO you need to be thinking long and hard about using #fb in your marketing mix. #hcsm

@PhilBaumann if you're a Healthcare CEO you need to be thinking long and hard about using #fb in your marketing mix. #hcsm

Companies, and the agencies that advise them, must never forget the fundamental dividing difference between traditional media (print, radio, TV) and emerging media (Twitter, Facebook, Blogs, Forums): the former are hardware while the later are software. Hardware is relatively static and straightforward. Software, on the other hand, is pliant, elusive and unpredictable. Facebook isn’t a as much a medium as it is software. Thus the ethical thinking on media like Facebook, must take this key difference in mind.

Of all of the technologies which  our species has brought forth into the world, perhaps it’s the Question Mark which is our crowning achievement. And with that, I repeat my question to you:

If, as CEO of a company, you personally and passionately oppose Facebook’s Privacy policies and methods, would you withhold having any presence on the site, regardless of what it may cost you?

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Strategic Questions for Proficient Business Blogging

The Business Process Management Life-Cycle
Image via Wikipedia

There’s all sorts of advice on why and how to blog. Everything about blogging has already been blogged about. And yet, many businesses haven’t even scratched the surface to understand what blogging is actually about and what roles it may play in their overall strategy and presence – on and offline.

But all businesses have different going concerns and goals and strategies. Every media, communications and marketing strategy is different from the other.

While helping out a friend, I offered a bunch of questions for her to answer, figuring that the exercise of questioning may be more insightful and valuable than straight tips. I’m publishing an upgraded version of those questions here because there’s a ton of “expert” advice out there which you can find simply by Googling keywords related to blogging and business. The fact is, however, your business needs to do a deep self-assessment of its goals, culture, resources, tactics and strategies before just following a pre-fabricated set of instructions.

NOTE: when I use the word “blogging” I don’t just mean the publishing of content on a website. No, for me blogging is about proficiency in communications, ecosystem awareness, audience building and dialogue: from traditional to emerging media. Blogging involves a new set of skills which business should acquire and hone, to be overlayed on top of their bread-and-butter marketing and communication expertise. Blogging is a constant learning process. It’s also a way to reveal strengths and weaknesses inherent in organizations, their cultures and their processes – and thus the importance of questioning within the larger context of strategy.

With that in mind, here are the questions.

STRATEGIC QUESTIONS FOR PROFICIENT BUSINESS BLOGGING

  1. What’s the purpose? Biz development? Customer availability? A place to house your industrial expertise and knowledge? A place to create a community where ideas and questions can be explored openly? What value do you expect to provide or extract?
  2. Who is your audience(s)? Are you thinking that your only audience would be end-consumers? Or might they be industry influencers or vendors or the public? Will you be able to track the social footprint of your audience – who they are, where else on the Web they interact?
  3. What kinds of content are you delivering? Is it informational? Editorial? Inspirational? Industrially insightful? Action-calling? How might the kind(s) of content and information you publish influence your audience? Are you willing to let your audience help determine your content?
  4. What kinds of media will you provide on the blog? Text? Video? Audio? Slidedecks? Different media have different properties. Have you thought about the properties of traditional media and how they differ from emerging media? How much of your traditional marketing expertise evolved around the properties of print, radio and TV? Given that new media possess different properties, how might your marketing strategies need to adapt?
  5. Do you know what kinds of assets a blog can build? Leads? A small but relevant community of influencers? Street cred? Search engine ranking? Which do you need?
  6. How will you distribute your content? Have you developed other web real estate – outposts on Facebook, Twitter, Youtube, Slideshare? Which ones make the most sense to invest in? Can you build a visual map of your entire Web presence and how different Web and traditional presences relate to the bigger picture?
  7. If you successfully build your community, do you know how to leverage it? Will you be satisfied to just have visitors? Or will you engage with your community – not only on your blog but elsewhere? Will you continually monitor your efforts and make the best of the connections you make? Will you develop a system to reach your community beyond your blog – either via email or other media?
  8. Do you think blogging is just putting content on a website – or do you believe it is a spectrum of media skills? What’s your conception of blogging? Might there be more to blogging than what you think you know? What skills may you need to develop or build upon?
  9. Do you have a plan on how to distribute your blog content to traditional media (where else is your audience)? What are your overall communications and marketing strategies? How might emerging media not only play a part, but how might their proliferation impact your established strategies?
  10. How committed will you be? Is this going to be a chore “to be done” or will you intelligently integrate it into your business routine? Do you understand the skills and resources needed to become proficient? When thinking about resources, are you considering time and talent and networks?
  11. Do you have the stamina to sustain your efforts in the long-term? Investing in new media is about sustaining long-term capital. Given your resources, will you create the kind of working environment for your employees to enjoy the art of creating content, conversing across different networks and advancing the company’s objectives?
  12. Do you know how to make it easy (and enticing) for your audience to comment? Will you thank and comment back? Is sharing via email & other sources easy?
  13. Are you willing to fail? More importantly: how do you define failure? This is important to know because if you define failure appropriately, then you’re more likely to know what to do when you encounter it: in fact, you may see it as a huge opportunity.

There they are. Take your time answering these questions because they aren’t just about blogging: they’re about your understanding of how media and your business intertwine.

I listed 13 – which some believe is an unlucky number. So if you’re superstitious, you’ll have to come up with at least one more.

What questions do you think you need to ask yourself?

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All Marketers Are Dopes

dopey and the dwarfs
Image by bijoubaby via Flickr

Do you agree? Do you disagree? You clicked the link, didn’t you? Either because you agreed or – perhaps more so – because you disagreed or were offended.

Did I linkbait you into coming here? Perhaps. And that’s the point: marketers too often fetishize messaging at the expense of deeper, rounder and longer-term marketing strategies.

A catchy or rousing phrase may invoke the attention of your targets, but if that’s all it does, you’ve failed your boss’s investors.

THE SOURCE AND END OF DOPERY

In fact, it seems that the when some marketers declare themselves to be marketers, what they really mean is that they are messengers. But marketing isn’t just about messaging: marketing is about connecting something of subjective value with a subject who values that something (whether they know it yet or not). (Yes, marketing is kinda circular when enframed that way, isn’t it? 🙂

And that connecting is difficult work – it’s something that goes way beyond messaging. And yet many marketers have gotten lost in the practice of messaging – they’ve lost perspective of both the historical roots and the future evolution of their profession.

Marketing evolved over the last 100 years from producing to meet demand, to standing out with quality, to selling and persuasion and sophisticated research, and most recently into what is today called Traditional Marketing.

So what do I mean by All marketers are dopes? Who says that? Why?

Well, that sentence is a sentiment that consumers are increasingly feeling in their gut when they come across Dreck – and today Dreck is tired messaging and attention-screaming and incomplete marketing with no human quality.

EVOLUTION VIA WEB SELECTION

And what the Web is doing is providing marketers with a chance to re-evaluate the Why’s and How’s of what they learned from the start of their careers.

Unfortunately, most have gotten stuck in one phase of Marketing’s evolution, and unable to take the lead towards its next.

They’ve gotten lost in the assembly-line mentality of segregating and dividing labor and tasks: Research, Creatives, Advertising, etc. It was a necessary way of doing things in an economy where scaling required standardization of operations – things needed to be predictable and repeatable at the lowest possible costs.

But the Web is mothering novel media, with emerging properties that didn’t exist in the traditional staples of mass communication: print, radio and television.

Marketing isn’t dead, any more than desire or hunger or business. Marketing is just in the transitional phase to something more complete – a chance to build communities where the right messages can be delivered at the right time in the right context with the right processes.

Evolution is typically a merciless process – species who once reigned and ruled can be ruined without notice, while the tiny prey emerge stronger and more fit to deal with the new ecology.

ARE YOU A DOPE?

Too bad marketers are dopes. Or are they? If you’ve gotten this far, you’re probably not one of the dopes and I sincerely wish you nothing but success as you create a more human – and effective – Marketing.

A dope is someone who, once has learned a certain way of doing things, doesn’t know when to unlearn that particular way when it no longer works.

Are you a dopey marketer? Or are you someone who wants to change the world by connecting values that matter with people who need and want and (perhaps) crave what you have to offer?

Please be at the exception that proves the rule.

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