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Re: The Down Side Of Being Digital Marketing Consultant

clearcast — Mon, 22 Nov 2010 11:33:55 -0000

I think so much of it comes down to managing expectations on BOTH sides. It's a tricky balance sometimes between explaining what social media can and cannot do and being perceived "making excuses."
Additionally, you have to be realistic as a service provider that despite what a client may say, they may actually be looking for a magic bullet. The number of times one client in particular tells me that the number facebook fans they have is irrelevant is then contradicted in EVERY SINGLE conference call where they begin by announcing how many fans we have. LOL

Losing clients, for whatever reason, sucks. We always feel like we could have done better but, like I try and tell my kids, "All you can do is all you can do." If you know you busted your ass, had a couple of lucky breaks and were honest at all times, you gotta kind of let it go.

Not sure if there are any golfers among your readers, but everything relates back to golf in my view: you check your lie, you check the wind, you know your yardage and then you put the best swing on the ball you possibly can. Sometimes it goes where you want it to and sometimes it doesn't. But you have to accept the results and try and do better the next time. Because there is ALWAYS a next time.

Re: Learn to Fall…Off Your High Horse

clearcast — Mon, 05 Jul 2010 20:17:34 -0000

In the words of the inimitable Chuck Klostermann, "I'm not sure that we aren't seeing the emergence of a society in which almost everyone who isn't famous considers themselves cruelly and unfairly unheard. As though being famous, and the subject of wide attention, is considered to be a fulfilled human being's natural state- and so, as a corollary, the cruelly unheard millions are perpetually primed and fired up to answer any and all questions in order to redress this awful imbalance.

I fear that most contemporary people are answering questions not because they're flattered by the attention; they're answering questions because they feel as though they deserve to be asked. About everything. Their opinions are special, so they are entitled to a public forum. Their voice is supposed to be heard, lest their life become empty.

This, in one paragraph (minus technology), explains the rise of New Media."

Re: Determining Your Friends

clearcast — Fri, 20 Nov 2009 19:11:35 -0000

I'm not in the mood to talk about how this relates back to Social Media. It's Friday and I don't wanna. Nyah!
BUT, your post got me to thinking about my two best friends, both of whom I've known for over 30 years.

We were out walking in New York City and my buddy ducked into a candy store. When he came out, he offered me some of what he got. It occurred to me that if my OTHER lifelong friend had been with us and gone into the same candy store, he would have bought me something that he knew I liked, not just shared whatever he bought.

I don't want to come off like one's a better friend than the other. I love them both. Your post just made me think about this random incident that probably happened over 15 years ago. Have no idea what it means. Just wanted to share it because it seemed like it dove tailed with your whole "Friends-WVa Friends" meme.

Have a good weekend, bro.

Re: 5 Reasons Not to Automate Your Social Media Program

clearcast — Fri, 23 Oct 2009 13:44:21 -0000

Scott-
Good post. This topic seems to generate a lot of heat, too, from both sides. I made a similar post earlier this summer about why I think it's a terrible idea to link your twitter and facebook accounts. http://bit.ly/ASRMB

I think it comes down to one word: respect. Respect your audience, and understand that while social media tools are usually free, being involved in social media is not.

Re: Exploring Customer Service Efforts Using Twitter

clearcast — Fri, 09 Oct 2009 12:51:24 -0000

Jason-
Great work. A terrific primer for the uninitiated as well as great ammo for those who are looking to build a case.

One question: any stories that were LESS than successful to add in a voice from the downside? Do you think it's worth it to talk about some stumbles or PR "failures?" Ironically, I had a twitter success as a customer with AT&T that was totally unintended. I aired my frustration on twitter merely as an outlet. The next thing I knew, my problem was solved in about 4 hours.

Anyhow, great report that reaches several goals. I liken it to a great Bugs Bunny cartoon- kids think it's funny, but adults are in on the joke, too, since it never condescends. As I said at the outset, it's great if you are a twitter ninja, as well as if you're still trying to figure out what the big deal is. Nice job, brutha!

Re: Enough With The Social Media Guru Attacks

clearcast — Tue, 06 Oct 2009 11:13:41 -0000

Yesterday, when I saw the video and post from PR 2.0 that Jason is referencing I had two reactions: anger and confusion.

I was confused because, as Jason says in his short video, this seems like a solution in search of a problem. That is, I didn't realize people were going around calling themselves experts, gurus, etc. But even if they are, so what? And where does Jennifer Leggio get off asking all of them/us to justify our existence by posting case studies in the comments? The whole thing struck me as another ad hominem attack on a nascent industry. And who made the PR 2.0 blog the arbiter of all things social media related?

I was angry because of the chutzpah exhibited in the tone of the post as well as for the same reasons Jason points out: posts like this hurt ALL of us, not just those who might be BS-ing people to get clients. Look, it's a new business and business model. When I go out there and talk to clients or potential clients, there is a shockingly wide range of knowledge, sophistication and understanding not just about social media, but about the power of the internet in general. I think depending on where you live and work, the industries you might target and the individuals within those industries, you will probably have an analogous experience to mine.

A rising tide lifts all boats, so enough with the criticism of what "the other guys" are doing. Why are you so worried about the other guys? Don't you have enough to do? "Shut up, get back to work" indeed. Jason nails it again.

(Oh, and off the topic for a second: an apostrophe denotes possession. It does NOT indicate the plural form of something. It's "gurus" NOT "guru's.")

Re: Joining Holland-Mark

clearcast — Thu, 17 Sep 2009 13:20:25 -0000

That sounds great, Mike. I enjoyed chatting with you in SF earlier this year and I hope our paths cross again soon.

All the best.

Re: The Power of New

clearcast — Fri, 24 Jul 2009 10:07:56 -0000

Good on you, JF! Looking forward to seeing you out here in Consultant Land.

Re: 5 Reasons You Should Build a Facebook Fan Page

clearcast — Wed, 01 Jul 2009 17:23:04 -0000

You forgot one thing: facebook now allows you to reserve domain names for pages facilitating search. So, for example, you can now reserve facebook.com/mycompany.

It's a small change that can reap big rewards.

Re: Can Social Media Help Your Business?

clearcast — Fri, 26 Jun 2009 16:24:46 -0000

Another rock solid post from SME.

Is there a way that I can just have a direct pipeline from you guys to my clients? Would save me a lot of breath.

Keep it up.

Re: My Social Media ToolBox: Seesmic Desktop

clearcast — Thu, 14 May 2009 15:49:09 -0000

All right, all right, you convinced me! I will give it a try!

I have a 24" monitor and even then Tweetdeck seems like a real estate, not to mention memory, hog.

Anyone else but SME and I would be ignoring all the SeeDeskTop chatter, but you have broken my will!

Damn you, Social Media Explorer!!!!

Re: Is Twitter Really as Conversational as We Think It Is?

clearcast — Fri, 20 Mar 2009 10:42:37 -0000

Well, true confession: my mother was on AMC all through the 80s. She played Pat Baxter, mother of Angie of "Jessie and Angie" fame. There! I've said it!

Re: Is Twitter Really as Conversational as We Think It Is?

clearcast — Thu, 19 Mar 2009 21:25:12 -0000

I agree with your unscientific survey. What gets me about Twitter, which was on particularly egregious display during SxSW, is how it gets used as a giant IM tool. Largely, though, it seems like your stats bear out what I see on Twitter. I really don't see too many "Oh, man, what an awesome sandwich I just ate" tweets. But I do question it's conversational value, mostly because Twitter lacks context and is virtually impossible to follow. If only it were like "All My Children" which you could stop watching for 20 years and jump back in and see Erica Kane and Adam Chandler right back at it again.

Re: A Sign We’re Headed In The Right Direction?

clearcast — Tue, 10 Feb 2009 22:53:43 -0000

If you make it to Miami, let me know. We'd love to have you.

Re: Drinking the Kool-Aid as I Jump the Shark…FTW!

clearcast — Thu, 05 Feb 2009 16:16:59 -0000

So, no iPhone killers, killer apps or things that are platform agnostic?

You're not going to focus on your core competencies or offer a holistic client-facing experience?

No plans to push the envelope on 2.0 plug-and-play e-business?

No leading edge best practices?

Then I have one word for you, bro: FAIL!!!!

Re: The Social Media Echo Chamber Makes Me Not Want to Listen

clearcast — Tue, 03 Feb 2009 10:11:50 -0000

Kevin-
I get what you're saying, but I would offer this counterpoint: while there IS most definitely an echo chamber out there among SM folks, the truth of the matter is there is a HUGE chasm of understanding and acceptance on the part of businesses and organizations. Therefore, for the same reason that children's Tylenol tastes like bubble gum, you need to help those who are new to the medium understand that SM is real, actionable and can produce results.

Your point about everyone naming the same "experts" or the same few campaigns is well taken. But, again, there needs to be a jumping off point for the neophyte. I am huge jazz fan and ex-drummer. In every "Essential Jazz Albums" list ever published, you will see "Kind of Blue" by Miles Davis. While it is undoubtedly a seminal and educational record, it is also, if you will, the Chris Brogan of jazz albums (no offense, Chris). For someone like me who has forgotten more about jazz than most people will ever know, it drives me nuts to see that record on every list. But I get it, because there needs to be a jumping off point.

It strikes me that your main beef is with the intellectual laziness of most of us in citing the same shopworn campaigns and "thought leaders" in the space. I don't disagree, but my extremely unscientific survey of my clients, potential clients and people I consider highly intelligent and tuned in reveals that we have not done a good job of explaining why all this stuff matters, what the present and future hold and what the benefits of embracing SM are. Just like it takes seven or eight views or listens to a commercial before it starts to sink in, repetition is one of the keys to education.

Beth Harte, Peter Kim, Valeria Maltoni, Amber Naslund, David Meerman Scott, several of the MediaPost feeds, comScore, eMarketer, Drew McLellan... I mean, I am barely even trying and I just ripped off a bunch of blogs that are long on real world applications and short on blue sky BS. (Sorry to not provide links, folks, but that's what Google is for.)

The reason you and I (and many others) are bored with the same retread posts, books and examples is because we're past all that. Therefore, our role needs to reach back and offer a hand up the ladder so that all this stuff becomes as well understood and second nature as direct mail, TV spots or any other PR, marketing or advertising tactic you can think of. We are a long way away from that day, however. A loooooooonnggg way.

Re: Yes, Virginia, There Really Is an Audience for Podcasts.

clearcast — Thu, 18 Dec 2008 16:13:31 -0000

Your post seems to imply that you're not really pre-disposed to listening to podcasts. And there is nothing wrong with that.

I guess I would say that for audio podcasts, think of it like radio, which is exactly what it is. Listening is a passive activity, so anytime you're doing anything that does not require your full attention is a great opportunity. (Take a look at my post above for suggestions.)

Give them a try. You'll probably like them.

Re: The Passive-Aggressive Guide to Social Media

clearcast — Thu, 18 Dec 2008 15:30:58 -0000

This has got to be one of the top 4 blog posts of all time. But I'm too lazy to list what the other 3 might be. Actually, I don't even read blogs.

I'm going to go take a nap.

Re: Yes, Virginia, There Really Is an Audience for Podcasts.

clearcast — Wed, 17 Dec 2008 18:26:28 -0000

As a podcast producer and consumer, I have a LOT of thoughts on this topic.

But I will try and be brief.

I subscribe to about 20 podcasts and, frankly, have completely stopped listening to radio. I mostly listened to NPR anyhow, and they have probably successfully embraced podcasting more than any other entity known to mankind. Tech podcasts, entertainment business podcasts, jazz podcasts- I run the gamut, both audio and video. (TED Talks, MacBreak Weekly, TWiT, Peter Day's World of Business from the BBC are among some favorites of mine, if anyone cares.)

As a producer for my clients of both audio and video podcasts, they have reaped tremendous rewards from them. Podcasting, I think, is the great underreported story of 2008. In late 2007, there were A LOT of people out there doing it. But, as in all creative endeavors, they quickly realized, "Hey, this is work," and they petered out. Now we are in a phase where only the truly dedicated producers and consumers are being served.

The benefits of time shifting are obvious. Think of it as Tivo for radio. But it's also much more than that as the niche nature of podcasts serves so many more of us. Yes, it's true that two thirds of all podcasts never get downloaded but, instead, get listened to right from your computer. But the ability to listen while you work, garden, jog, walk the dog, cook, wait in line at the post office...whatever. You get the picture.

And one final, and totally counterintuitive note: to Jay Krall who asks "Who has the time?" Oddly enough, in the tech world, the longer the better. For whatever reason, consumers of tech podcasts want them as long as possible. Maybe it's to help fill the hours while writing code- I don't know.

Re: How To Win Buy In For Social Media

clearcast — Wed, 26 Nov 2008 13:20:15 -0000

Being a video guy, I always come down in the "show, don't tell" camp. You're quite right to rely on a tool, as long as that particular tool makes sense in that person's world.

Another thing I will sometimes do in a pitch meeting is find an analogous business and show them what they did that was successful. Admittedly, this can be tougher since there aren't always enough success stories to go around. But the minute you remove something from the theoretical to the practical, you have nearly won the battle. I remember when I was first introduced to RSS and Google Reader. While it has completely ruined my life (kidding, people) when I had that "a-ha" moment, it changed everything.

FInd your client's "RSS moment" and you're golden.

Re: What Is The ROI For Social Media?

clearcast — Tue, 28 Oct 2008 15:57:36 -0000

There are some brilliant comments on here. Jason, you are lucky to have such avid followers.

I think that Amy's point about looking at SM through the fund raising prism (today's $20 donor is tomorrow's $20K donor) and Amber's point about no one ever figuring out how much that round of golf was worth both do an excellent job of putting this into perspective.

There are so many points I would like to make but I will stick to this one: there is nothing "new" about new media/social media. Relationship building is relationship building. SM just allows you to cast a wider net and engage more people than just the other 3 players in your golf foursome. Unfortunately, what happened is a lot of us got caught up in the tools instead of the results, thereby slowing down the rate of adoption and comprehension. It's a natural progression, but trying to get an old line, or even not-so-old line, exec to think about his PR and marketing in a new way is a VERY difficult task, as I am sure everyone here understands. "An orange is round and orange in color. Now you want me to think that an orange might be green and oblong? AND you're going to tell me that I cannot QUANTIFY this new method of marketing."

The game changer is when all this stuff becomes as normal as a website or a telephone in your office. Six or eight years ago, you had to do a LOT of convincing that a company needed a website. Today, what percentage of businesses are websites only? Change takes time and is always resisted. The more resistance you get, the greater the likelihood that you're on the right path.

Re: A Duty and Responsibility.

clearcast — Mon, 06 Oct 2008 20:40:32 -0000

Yeah, I used to get that all the time when my first born came along. The reason I am so involved with my kids are the same reason I learned to cook when I left home: it's what you do. It seemed unreasonable and foolish to eat in restaurants every night. It is equally unreasonable to think that I could hang around until he was walking and talking and then I could swoop in as the conquering hero and take over. Both cooking and fathering have garnered me equal shares of surprise and raised eyebrows. I used to find it tiresome- I guess I just learned to ignore it.

From the time my son was 1 until he was about 2, my wife had to go back to work and I got laid off, so it was I that spent the entire days with him: going to playground, etc. I would ALWAYS be the only dad there, and virtually the only parent since most of the kids were with their nannies. People would act like i should win the Nobel Prize for hanging around with my son.

My kids are old enough now (6 and 4) that none of this ever happens anymore, but your post brought me back to those silly old days. People have their expectations, hang ups and ideas about how things "should" be. So do you and so do I. Thankfully, one of those things that "should" be is hanging around with your kids.

Re: Social Media Tools Are Like Phones

clearcast — Wed, 01 Oct 2008 16:24:47 -0000

I noticed that Jason Falls had a similar post on his blog recently about escaping the echo chamber among social media consultants.

I had a similar observation after returning from the New Media Expo. Seems like we sometimes get distracted by the next shiny thing and we forget to communicate the benefits to our clients.

One size never did, and never will, fit all.

Re: The Future of Social Media: Hope Or Hype?

clearcast — Fri, 29 Aug 2008 17:35:17 -0000

Jason-
Good post, as always.
Frankly, I cannot help but think that what we today call social media will soon not be called anything at all. In other words, interacting in a more meaningful way with your customers won't be something that "maybe we should try," but, rather, as essential to business as computers, phones and, well, people.
Behaviors trend and then, ultimately, settle down into a groove. As a blogger for PBS' MediaShift once pointed out, her move towards a more digital life was through "a series of mundane circumstances." One day you're not doing something, the next day you are and you can't remember how you ever did things the old way.
Without a doubt, there is a level of "we better get on this social media thing because it's cool," but so what? It is our job to educate those who are at least showing an interest, and explain to them that a SM strategy is more than just having a Facebook page.
My oldest kid is 6 and he loves "The Tortoise and the Hare." Slow and steady wins the race, indeed.

Re: Ad:Tech Chicago: Can We Please Stop Preaching to the Choir?

clearcast — Fri, 08 Aug 2008 16:57:47 -0000

Holy crap, what a great post!

I went to ad:tech Miami recently which was billed, predictably, as focused on the Latin market. Same story, different ad:tech.

Luckily, I had won tickets to go. Had I paid full freight, I would have been screaming bloody murder. I'm not sure if they were even preaching to the choir. Half the people didn't even know what church they were in.

Your takeaway #3 is spot on. I JUST got through trying to explain this point to a client.

I could go on for 10 pages echoing everything you just said, but you already said it beautifully.