3 privacy mistakes to avoid in social media

Nowadays everyone has to have a strategy for managing the complexity of social media privacy. Approaches vary:

  • A relatively small number of people just don’t care who knows what about them. By default they let it all hang out. We see evidence of this every so often when someone gets fired by an employer who thought a photo was too racy, or a comment too racist.
  • On the other extreme, certain people have abandoned social networks altogether, or avoided them in the first place. People who have had stalker problems fit comfortably in this category, for example.
  • The majority are somewhere in between. We seek to filter our private information in a practical, socially acceptable way, while minimizing the amount of time and effort we spend understanding policies and tweaking settings.

Everyone in this third group should be aware of three basic privacy mistakes to avoid.

1. Don’t post truly private information on social networks

The most important thing you can do to protect your privacy is to use self-restraint. You simply shouldn’t put information that you consider “private” on social networks. For starters it’s easy to make a mistake with not-always-intuitive privacy settings, thus giving “public” access when you thought it was “friends only”. Facebook in particular seems to change its privacy system frequently in ways that make it easy to make such mistakes (so much so that it almost seems intentional on Facebook’s part).

Also, people you share “private” information with in social media may goof up and share whatever you share with them. This can happen accidentally (see privacy settings, above) or because they don’t realize that some information they receive from you via social networks is private…unlike all of the Continue reading “3 privacy mistakes to avoid in social media”

3 reasons to try social media add-ons for Outlook or Gmail

Contracts expert Kenneth Adams via Rapportive
Contracts expert Kenneth Adams via Rapportive

Social email plugins like Xobni, Rapportive (now owned by LinkedIn), Gist (now owned by RIM), and Outlook Social Connector (supported by Microsoft) can add an interesting and sometimes productive upgrade to your email experience.

Here’s the basic idea. When you’re reading or writing an email, if you have a social media connection to the senders or recipients, or if they have public social media profiles, you see their recent social media activity displayed to the right side of the email you’re looking at.

So instead of having to visit a bunch of different social media sites and look up a contact on each of them, just open an email and their social media information is all right there in one place.

A number of business purposes are served by using a social email plugin.

1. Staying in touch

Social media updates can help you understand what a contact has been up to, or is doing right now, just as you are sending/receiving email from them. This is useful in much the same way as using a shared calendar at work, which allows you to know when someone is going to be busy or on vacation while you’re trying to schedule a meeting with them. But the social media updates offered by these plugins provide more Continue reading “3 reasons to try social media add-ons for Outlook or Gmail”

3 ways we fool ourselves with social media metrics

This is part three of a series of posts about using social media metrics.

This is not the porn industry here, kids, and this is not about buying a house… SIZE DOESN’T MATTER!

– Steve Olenski, Too Many Social Media Marketers Still Believe Size Matters

An optical illusion: our brains add information that isn't there.
Would you believe the squares labeled “A” and “B” are identical shades of gray? Click the image for proof. (Developed by Edward H. Adelson of MIT.)

Don’t worry, it’s normal (statistically speaking) for people to fool themselves with statistics. So normal, in fact, that the fields of psychology and statistics can tell you exactly where things go wrong. Read on to find out how you and your organization can avoid being fooled by the Fundamental Attribution Error, Sampling Biases, and Information Cascade when you are evaluating social media metrics.

But first, what are we being fooled to believe? People would like to believe that more social media followers are better, more comments are better, more shares are better, etc. This might be, but isn’t necessarily, true. In fact the opposite may be true. Sometimes less is more. Consider the following hypotheticals, based loosely on real world examples:

Ignore social media metrics before abusing them

This is the first in a group of posts in which I explain why I have advised some clients to adopt a “dynamic brochure” social media strategy, focusing on publishing, active listening and “pulse” metrics while ignoring “performance”-related metrics.

Winning the social media game
Racking up “likes” in the addictive game of social media isn’t the same as delivering ROI

As a client once pointedly asked me, “how much social media do we need?”

The answer lies in measurements of both the pulse and performance of social media activity.

Yes, I know measuring social media performance is almost universally considered a best practice. No, I’m not intimidated or uneducated when it comes to metrics (quite the opposite: I have an undergraduate degree in social psychology from a department with a hard-core approach to statistical methods). I am opposed to the abuse of metrics, however, and I accept the fact that not every organization is prepared to use them correctly.

For many businesses, the measurements that are accessible aren’t actionable. And often enough accessible metrics are abused just because they are the only ones available. I advise those organizations not to focus on metrics, and the strategy described in this post is for those organizations.

What do I mean by pulse and performance? Let’s say you are Continue reading “Ignore social media metrics before abusing them”

Want popularity in social media? Start with the primal urges.

A recent conversation with the founder of a newly-launched company seeking to catch a wave of social media buzz inspired me to create a video post for the Audienz Blog entitled The Masolovian Solution for Social Media Audience Building. The idea is that Maslow’s list of basic human needs can be used to help you spot the images and stories that are going to attract and engage your social media followers. Check it out, and please give me your feedback!

9 timely social media and brand communication insights from SIC 2011

SIC LogoI recently attended the 2011 Seattle Interactive Conference (#SIC2011) at the downtown Seattle convention center. Besides enjoying the opportunity to catch up with friends in the local marketing and social media communities, I was impressed by the overall caliber of presenters and the hard-won insights they shared. Looking back, they gave us a snapshot of the state of the industry as of Q4, 2011.

The following are some of the presentation takeaways I jotted down at the event (click on any of the items in this list to jump down to the details):

1: Identify and engage with your brand’s social media advocates
2: Brands must plan in advance to be authentic in social media conversations
3: Preempt negative comments about your brand to rob them of their power
4: How to make a “good” social media video
5: Comcast “sucks” if it still hasn’t addressed the underlying problem
6: Social media ROI requires a multiple touch attribution model
7: Brand advocates disproportionally influence content consumption, conversions
8: Content is the carrier, the click is the action
9: Seek to increase social media engagement with actual customers
More insights from SIC 2011

#1: Identify and engage with your brand’s social media advocates

Kim Johnston, VP of Marketing, Desktop Virtualization, at Parallels, spoke Continue reading “9 timely social media and brand communication insights from SIC 2011”

A social media primer for indie filmmakers

Last week I had the pleasure of spending an hour over coffee with a couple of Seattle-area independent filmmakers to talk about their social media strategy. In honor of the occasion I put together a short (9 slides) introduction to social media.

While there are details that are specific to filmmakers, most of the concepts are relevant to almost every organization, both commercial and non-profit.