Social Media 2 - Jeff Hester

Posted on March 19, 2013October 31, 2017 by Jeff Hester — 5 Comments

Social Media Explained (with Donuts)

Social media takes on many forms, and is ever-evolving. This infographic explains the common perceptions behind some of the popular social media applications, illustrated with a use case that we can all relate to: donuts.

[jpshare]

You can quibble over the inclusion or exclusion of particular social media applications, but the intent remains much the same.

What exactly does this tasty infographic imply? Each social media application serves a unique purpose.

Twitter allows people to share brief updates and popularized the concept of #hashtags that has spread to Instagram and is now spreading to Facebook and Flickr. Of course, the real value for me is to connect with people around a subject (usually based on a hashtag), collecting and sharing ideas. Personally, this has been extremely useful to me in keeping up with the latest on #KM (knowledge management) and #hiking (my weekend passion).

#Hashtag Trivia: Chris Messina was the first to suggest the use of the hashtag in Twitter, back on August 23, 2007.

Facebook makes it really easy for people to share what they like, and in the process, collects valuable demographic information about you that they can sell to marketers. Mark Zuckerberg has promoted the concept of frictionless sharing, making it even easier for them to know what makes you tick. The benefits to you? The social graph search. This also benefits marketers. With over one billion users, is Facebook too big to fail?

Location-awareness application Foursquare gives you the opportunity to check-in at restaurants, stores, and businesses. The initial idea was that your friends in the area might see that you’re at a certain bar, and that would prompt them to join you. That never really took off (at least for me… my friends are apparently privacy-shy Luddites) but it has evolved in to a useful app for finding tips, recommending places near you, and even occasionally offering discounts and special offers for checking in. Facebook and Google have both been trying to get in on location-awareness for local marketing, but no clear winner has emerged.

Instagram isn’t the only smartphone photo-sharing application out there, but it’s one of the most popular. Instagram’s major innovation wasn’t the groovy, retro-photo filters that people either love or hate, but that it launched as a mobile-only social network. When they launched, you could only view or interact via your mobile phone. That’s since changed, but they recognized that a significant shift had occurred — we use mobile devices to connect to the Internet more than traditional computers.

YouTube has given everyone a chance to become a video star, and established itself as a black hole that bends time like nothing else. I’ve only dabbled with YouTube publishing, but some people have embraced the social network capabilities, using them to connect with others in new ways. And almost everyone I know ends up viewing a few videos on YouTube at some point during their week. For higher quality content (but lower views) check out Vimeo.

While most of the social media tools listed are primarily for personal use (and yes, I know there are businesses using all of them), LinkedIn is squarely focused on professional networking. Connecting with colleagues and clients takes precedence over grumpy cat photos and selfies. Although some people find LinkedIn boring, the focus on business is what sets it apart.

Pinterest approached the idea of sharing content from a fresh angle, letting people “pin” their favorite things to a board. With a focus on great images, it really took off, especially with women. Dozens of copycats have tried to replicate their success, but none have come close.

Many people haven’t heard of Last.fm, but this venerable social network has been capturing music listening habits for many years. Last.fm lets you autoscrobble the songs you play and–over time–knows what artists, genres and songs you like the most. Based on that, it can recommend new artists that it thinks you’ll enjoy, and can connect you with other people who share your taste in music. I’ve setup Last.fm to scrobble my plays on iTunes and Spotify, and occasionally listen to the Last.fm app on my Xbox, streaming music through my home theater system.

The punchline in the infographic is Google+. Of course, many, many more people use Google+ than just the folks employed there, but from the people I know, they are the early adopters. Google likes to tout high adoption numbers, but their figures are murky; clouded by the inclusion of users of other Google apps like Gmail. How many people really use Google+? We may never know. But they have a lot of potential users.

The Business Case for Social Media

Most people look at these social networks as primarily targeted at consumers, using them for the personal benefit. But that doesn’t mean the companies don’t have a business focus. And while all of these products are free for you to use (although some offer premium versions), you should remember this advice:

If you are not paying for it, you’re not the customer; you’re the product being sold. – blue_beetle

Advertisers and marketers love the rich demographic data available as a result of our living out loud through social media. This helps them deliver highly targeted advertising that you are (theoretically) more inclined to find useful. And it gives advertisers the tools to hyper-refine the targeting of their messages. Instead of merely targeting camera enthusiasts they can target female Canon DSLR enthusiasts in the Los Angeles area. Hyper-targeting.

And though they were the punchline of my infographic, Google stands to gain handsomely from all of this data. They reign supreme as King of Search. And as their other suite of applications grows, they gain further opportunities to aggregate, correlate, and repackage you to advertisers.

So WIIFM?

What’s in it for me? Why do I use these various social networks? I use them to make new connections, and strengthen existing ones. I also use them for my personal data collection, as I grapple with the concepts behind the quantified self and how to apply that data for positive change.

What about you? What do you get out of social media? What do you love (or hate) about these tools?

Posted on February 23, 2012 by Jeff Hester — 34 Comments

Brian Solis is MUCH Taller Online

Author and analyst Brian Solis was in Orange County yesterday, speaking about The End of Business As Usual, how the consumer marketplace is changing, and how you can adapt the way you work to lead in this new marketplace.

Let me just get this out-of-the-way: Brian Solis is indeed much taller online. It’s fair to say that he is not tall. Which is perfectly fine, although it really would have been helpful in the large ballroom where he spoke if he were on a stage. Seriously.

What he lacks is physical stature he more than makes up for with his message and his passionate delivery. Solis is a life-long student, and social media has been his passion. He dove into a deep research of sentiment analysis–what he calls the interest graph–on Starbucks just because it was interesting. And as it turns out, it was (and is).

An Experiment in Crowd-sourced Note-Taking

During Solis’ talk, I monitored the back channel on Twitter. I tweeted key points and notes, and pulled out a few of the choice tweets from others in the audience to create the following overview.

The Consumer Market is Not One Audience

Deborah Anne Gibbs – @deborah_gibbs
Types of consumers: 1 traditional, 2 digital, 3 connected (#mobile + #socialmedia) #OC @briansolis

Too many companies using social media “channels” (Facebook, Twitter, Google+ et. al.) consider it a means of reaching The Audience. The fallacy is that there is no single audience. There are multiple demographics. Different kinds of consumers. If you’re trying to get people to buy a product, you have at least three kinds of consumers: The Traditional, The Digital, and–most recently–The Connected. Each group has different needs and expectations. Don’t treat them as one, or you’ll put off at least two and maybe all of them.

Social Media is Not a Digital Broadcast Medium

Jenny Corsey, APR – @jcorsey
Reach the people that will help you reach your customer. Speak to and through people to share your message. @briansolis #LinkedOC #OC

It wasn’t long ago that speakers would ask the audience to turn off their cell phones and put away their computers. To be “fiddling” with a cell phone was considered rude to the speaker. Of course, today savvy speakers know that if you can reach the connectors, you have people who will willingly spread your message.

Don’t Be Medium-alistic

Matthew Gallizzi – @mgallizzi
Why should people follow you? What value do you bring? #foodforthought #linkedoc #oc

Digital LA – @DigitalLA
Don’t be Medium’-alistic – designing for the technology medium instead of the purpose and human need #OC

Don’t design to the medium. Think about the people you want to connect with. What do they want from you? What can you offer that will make their interaction with you — whatever the channel — a positive and mutually beneficial experience?

Brandon Skaar – @BrandonSkaar
@briansolis Chief Experience Officer the new CEO #oc

There were a few great examples Brian shared of companies that are innovating and creating new experiences for the connected consumer:

BetterWorks leverages game mechanics to provide perks and rewards for employees — a very clever model that progressive HR groups should be looking closely at.
GiantNerd is a sports and outdoor equipment retailer that rewards it’s customers for helping other customers. In the process, they’ve created rabid fans and turned customers into a peer support network that outshines traditional customer support.
ShopKick is an iPhone app that uses geo-location to let you earn rewards from local retailers that you would use anyway. And it’s approaching the sort of frictionless participation model touted by Mark Zuckerberg at F8.

If there was but one key take-away from Brian’s talk, it was to start with the end in mind.

What do you want to accomplish?

The key message Solis made is that most companies (and probably a lot of people) are not asking–and answering–the right question when down to the WHY they are using social media.

Andrea Memenas – @AndreaMemenas
“Presence is not a strategy.” – @briansolis #oc

Prior to the launch of Google+ business pages, a big company called Solis to ask when they were going live.

“Why do you care?”
“Because, we need to be ready and have a strategy for Google+ and create a page.”
“Why do you need that?”
“Because all our competitors will be there.”
“So? Why do YOU need to be on Google+? Why are you there? More importantly, why are your customers there, and how do they want to interact with you there? What can you do to make them smile?”

Having a presence on Facebook, Twitter, Google+, Pinterest or whatever rolls down the interweb tomorrow is not enough.

Mitch Devine – @DevineLines
“What is the Meaning of Like?” via @briansolis #oc http://t.co/nsc6m5dv

And collecting friends, likes, +1s or any of the other new social verbs should not be your objective.

Consider Facebook Analytics. They are not, in spite of what Facebook might lead you to believe, a measure of success. Facebook analytics can only measure activity (and only those activities that Facebook values). Facebook can tell you how many “likes” you received, and comments, and other metrics of activity. But none of this captures value or even tells you if what you are doing online is driving success.

Kris Carter – @CarterKris
Social analytics – what is the real end result you are seeking? Measure that instead. FB engagement can= absolutely nothing @briansolis #OC

Ellen Henderson – @ellenlynn
Although the crowd isn’t always wise, there is wisdom in whatever it is you find. You learn more anytime you study people. @briansolis #oc

There is value in metrics. But automated reports only go so far. Real wisdom comes from actually reading tweets rather than just analyzing them (especially when analysis by software alone).

eperry – @eperry
What are you designing for and what do you want people to walk away with? @briansolis #linkedOC #OC

The question to ask when thinking about any form or channel for social media is this: What is it you want to achieve? When you’ve sorted out your strategy, then you can look at the market, the different kinds of consumers, the various channels and develop a strategy that incorporates everything to help you reach those goals.

Are You a Change Agent?

Emily Crume – @EmilyQuestions
Are you a Change Agent? It takes courage + it takes vision says @briansolis #oc @LinkedOC

Renée Barrett – @AAARenee
“Do your employees have a #vision & #mission? If not, don’t put them in charge of #Social #Media?” #OC #SM #Enthusiasm

You’ve done your homework. You’ve thought long and hard about your strategic business goals and devised a strategy to connect and communicate with your customer using a range of social and other means. You have asked your customer what they need and want, and are prepared to deliver. Who do you have in the driver’s seat?

Today, you need to be a change agent, willing to take risks, and even willing to quit if the company isn’t willing to make the right changes. That takes balls.

Final Notes

I really enjoyed Brian’s talk, and look forward to reading his new book this weekend. He’s a terrific speaker, and refreshingly hype-free — a rare treat in social media circles. If you get a chance to hear him speak, go!

The event was organized by Bryan Elliott, of Linked Orange County. He does a great job of getting some excellent speakers to Orange County on a monthly basis. If you haven’t joined the group (it’s free), check it out.

This post was curated by Dashter, a wonderful tool for curating tweets within WordPress.

Oh, and as for the “taller online” bit, that was Solis’ own self-deprecating humor.

Posted on October 26, 2011 by Jeff Hester — 18 Comments

Does Anybody Really Care About Klout?

Yes, today Klout changed their algorithm for calculating your Klout score — their attempt to measure your online influence via Twitter, Facebook and several other social networks. And the Twitterverse exploded with complaints about falling scores.

[blackbirdpie url=”http://twitter.com/#!/BrandFlair/status/129244646516854785″]

[blackbirdpie url=”http://twitter.com/#!/staceysoleil/status/129071763064750080″]

And even the well-known Klout gamers like Mark Davidson are up in arms (or is that just a game?).

[blackbirdpie url=”http://twitter.com/#!/markdavidson/status/129243994424225792″]

But really, does anybody really care about your Klout score? We’ve already seen how easy it is to game the Klout system. Is your Klout score really helping you get more work, a better job, or a hotter date? And even if it has, if Klout adjusts the algorithm in a way that improves the scoring (even if the net result is most people see a dip in the number), won’t you still essentially stack up the same in a comparison?

The whole hoopla reminded me of a song by Chicago, that if written today, might go something like this:

Does Anybody Really Know What My Klout Is?

As I was walking down the street one day, a man came up to me
and asked me what the Klout was that was on my Mac, yeah, and I said-
Does anybody really know what my Klout is? Does anybody really care?
If so, I can’t imagine why we’ve all got time enough to cry.

And I was walking down the street one day. A pretty lady looked at me
and said her diamond Klout score had dropped cold dead and I said,
Does anybody really know what your Klout is? Does anybody really care?
If so, I can’t imagine why we’ve all got time enough to cry.

And I was walking down the street one day (people running everywhere).
Being pushed and shoved (don’t know where to go)
by people trying to beat the Klout (don’t know where I am)
oh, no I just don’t know (can’t see past the next step),
I don’t know (don’t have the Klout to influence the last Tweeter),
I don’t know, (have no K+ in my topic areas),
And I said, yes I said (just run around, run around and think why)-
Does anybody really know what their Klout is? Does anybody really care?
If so, I can’t imagine why we’ve all got Klout enough to die. Everybody’s running.

What’s your take on the Klout changes? Personally, my Klout score dropped from 59 to 49. And personally, I don’t care.

Posted on October 1, 2011October 3, 2011 by Jeff Hester — 1 Comment

Connected, The Film

Every month a terrific group of bright minds meets in Los Angeles to share, challenge, drink and discuss how we can live an enlightened life. The gathering is known as Mindshare, and if you live anywhere within driving distance of downtown LA, I highly recommend it.

This past Thursday, Mindshare hosted a preview screening of Tiffany Shlain’s new film: Connected.

Connected takes on what it means to be connected in the 21st century. How does technology factor in? Why do we connected? Is our growing interdependence the next step in human evolution? Shlain went in with this vision, but as so often is the case, life gets in the way. In her case, it was the cancerous brain tumor in her father, and her own high-risk pregnancy that caused her to tweak her vision for the film in a personal way.

The end result wasn’t revolutionary or mind-bending. The key premise is that we are evolving as a species, specifically by becoming more interdependent. To continue to grow, we must connect with each other — rely on others — and build stronger connections not only between the two hemispheres of our own brain, but between each other. The ideas are not ground-breaking. But Shlain tells the story in a way that is both personal and memorable.

Connected is currently playing in Los Angeles at the Arclight in Hollywood. If you get a chance, check it out.

Posted on August 26, 2011August 26, 2011 by Jeff Hester — 3 Comments

Follow Friday: #CoWorkers

Follow Friday has been a long-standing meme on Twitter where users recommend people that their followers might also like. Today, I’m going to share some folks that I’ve met through a Facebook group known as #CoWorking. Some of these people I’ve met in person. Some I know better than others. But all of them are actively engaged through social media and a range of social networks.

As much as possible, I’ll let them speak for themselves through their own tweets, and only comment where I warranted. Oh, and if you’re so inclined, you can follow me on Twitter, too.

[blackbirdpie url=”http://twitter.com/#!/staceysoleil/status/107166207060361216″]

Stacey is a social media maven. She’s founder of #CoWorking and very active in the SoCal social media scene.

[blackbirdpie url=”http://twitter.com/#!/sbeasla/status/107129066536181760″]

Suki is a SoCal foodie with social media prowess.

[blackbirdpie url=”http://twitter.com/#!/Snakkle/status/106848406919577600″]

Snakkle is not just a weird name, it’s the official Twitter channel for Snakkle.com – a site that specializes in cataloging photos of celebrities before they were famous. Silly fun.

[blackbirdpie url=”http://twitter.com/#!/Smandi8/status/106317978307534849″]

Mandisa is a publicist in South Africa.

[blackbirdpie url=”http://twitter.com/#!/sbhsbh/status/107086646045974528″]

Steve Hughes is based in New Jersey and tweets about social media, sports, and SEO (among other things). I don’t know if he visits tanning salons.

[blackbirdpie url=”http://twitter.com/#!/kimgarst/status/107166020640309248″]

Kim Garst runs SocialMediaBranding.com in Tampa, Florida.

[blackbirdpie url=”http://twitter.com/#!/SuryaRay/status/107093658993565697″]

Surya lives in New Delhi and is active on Empire Avenue.

[blackbirdpie url=”http://twitter.com/#!/DniseSonnenberg/status/107144342090678272″]

Denise is a social media consultant and also active in the SoCal social media scene. And I’ve hiked with she and her husband!

[blackbirdpie url=”http://twitter.com/#!/cindyronzoni/status/107163164705173504″]

Until I met Cindy (she’s active in the local social media and WordPress community here in So Cal), I had no idea that people in Orange County were into any form of curling that didn’t involve irons.

[blackbirdpie url=”http://twitter.com/#!/VillaCucina/status/106846280654925824″]

Villa Cucina is the official Twitter account of one of my favorite little stores in downtown San Clemente. It’s maintained by Christina Morgan.

[blackbirdpie url=”http://twitter.com/#!/MingleMediaTV/status/107173048473501696″]

MingleMediaTV hosts both live and produced web TV programming.

[blackbirdpie url=”http://twitter.com/#!/Gabriella51/status/107171496505524224″]

Gabriella needs to change her Twitter font color!

[blackbirdpie url=”http://twitter.com/#!/juliefogg/status/106779350594105344″]

Julie tweets about VoIP, call centers, Avaya and the “Immersive Internet.”

[blackbirdpie url=”http://twitter.com/#!/alisonstripling/status/106804649788579840″]

Alison consults with businesses needing help with social media.

[blackbirdpie url=”http://twitter.com/#!/campusexplorer/status/106785784979390464″]

CampusExplorer tweets news, advice and tips for preparing for college.

[blackbirdpie url=”http://twitter.com/#!/DvinMsM/status/106875061448867841″]

[blackbirdpie url=”http://twitter.com/#!/LifeAfterKidsTV/status/106877443486400512″]

Marla Schulman hosts a couple of webcam shows, proving Seth Godin right — we can all be creators!

As you can see, there’s a heavy focus on social media (not surprisingly). If you’re looking to connect with people that can help you sort out what works and what doesn’t, give them a follow.

Want to be followed by me? Leave me a comment with your Twitter handle or retweet this post!