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:

What to do when your Twitter account gets hacked

Bruce WilsonWhen your followers start receiving spammy direct messages from you via Twitter (“I just made $541.23 working from home! Click here to see how!“) it’s time to take quick action. You’ve been hacked.

Oh yes, and when you find yourself on the receiving end of such messages, please take pity on your friend(s) and share with them what they need to do. You know the four-step process, right?

#1: Change your password! Log in to Twitter.com, and choose Settings > Password from the menu on the top right (where you see your account name and icon).

#2: Reconsider all 3rd party applications that have access to your Twitter account. One of them could have opened a window that Continue reading “What to do when your Twitter account gets hacked”

Should I have separate Twitter accounts for personal and professional use?

Bruce WilsonA number of individual professionals at companies where I’ve consulted have come to me for advice and coaching about developing their personal brands as high-profile representatives of their employer. Here is one question that comes up frequently.

Q: Should I set up separate Twitter accounts for personal and business purposes?

A: I characterize this as a “personal brand” question. Separate accounts—allowing for audience segmentation–is a partial solution to simplifying your brand message. But a certain amount of brand complexity is good, yes? For example, a company’s brand might emphasize the quality of the work it performs, the quality of life of its employees, and its non-profitable giving (Corporate Social Responsibility). People tend to tune-out corporate brand messaging when it’s  100% advertising.

Conveniently, check out this Tweet with a Wall Street Continue reading “Should I have separate Twitter accounts for personal and professional use?”

Generating B2B sales leads using social media

The 2009 Forrester Research report about what influences IT buyers in a B2B context presented the following list of the most influential sources of information for technology buyers. As it happens, the positive impact of all of the sources of influence on Forrester’s list can be enhanced through social media efforts. Starting from the top, in order of influence, the sources are:

  1. Peers and colleagues
  2. Vendor, industry, trade web sites
  3. Your direct vendor salesperson
  4. Technology or business magazines
  5. Consultants, VARs, or SIs
  6. Industry trade shows or conferences (in person)
  7. Industry analyst firms
  8. Forums, online communities, social networks
  9. E-mail or electronic newsletters
  10. Web events or virtual trade shows
  11. Interactive media: podcasts, video, online demos
  12. Blogs

(surveying 1217 technology decision makers at companies with more than 100 employees).

B2B sales lead generation - fitting the pieces togetherAlso according to Forrester, 91% of B2B technology buyer decision makers use social media to gather information.

It’s critical to recognize that a successful social media lead generation strategy doesn’t require reaching out to every customer on a one-to-one basis. Instead, the most powerful online strategy is to use existing communication channels by reaching out to the influencers who already have a one-to-one relationship with customers. Here’s how this strategy maps to Forresters list:

Peers and colleagues” – People will go out of their way to share good news with their friends. It’s human nature to tip off friends about big finds. The right tools can make it extremely easy for people to share information about products and services via email, Twitter, and other channels. State of the art viral messaging hooks can be built into the sellers web site, including a subscrition email messaging system and connections to other transmission mechanisms on the web (like Twitter). These are all trackable, incidentally, to provide feedback about the spread of a seller’s messages via various channels.

Technology or business magazines,” “Consultants, VARs, or SIs“, and “Industry analyst firms” – I lump all of these together under the category public relations (PR). The experts and commentators in almost every B2B community are constantly trading information. More and more of this discussion happens using social media. Social media like Twitter and blogs are now a key conduit for building relationships with journalists, bloggers, analysts, consultants, and other experts, who in turn influence IT decision makers. (See my post earlier this week for more about this.)

Your direct vendor salesperson” – Social media can reveal which specific people working for potential buyers are looking for a seller’s solution. For instance, LinkedIn provides a virtual directory of who does what inside many companies. Twitter and blogs can provide a blow-by-blow account of the projects specific people are working on.

Web site“, “E-mail/newsletters“, “Web events“, “Interactive media“, and “Blogs” – Initial contacts are stickier, stronger, and last longer when people can effortlessly keep in touch with a seller using the form of online communication – email, blog, Twitter, LinkedIn, webinar, etc. – that they are most at home with. But a surprising number of B2B sellers aren’t using these off-the-shelf subscription and interaction options to convert contacts into leads.

Forums, online communities, social networks” – These three are pure social media. But a company must actively and consistently participate in them to have an impact.

Last but not least, within every communication channel mentioned above it’s important to listen and learn what people are saying about your company, its competitors, and its markets. Companies that don’t make an effort to become aware of what influencers and customers are saying are likely to miss both sales opportunities and criticism. It takes an effort, but a wide variety of tools are available to automate the process.

No man behind the curtain: Twitter is only a tool (no faith required)

Once again last week I found myself complaining that no one seems to recognize the connection between Twitter and PR. But later that same day I saw a tweet from Laurel Papworth linking back to her own blog post: BBC says Use Social Media – or Leave (citing The Guardian).

Thanks Laurel!

Journalists and bloggers: more wired than most.The whole “Twitter: Pro or Con” argument is a bit like debating “Planetary rings: pro or con.” Twitter is what it is. Those of us in harm’s way because we are in marketing, public relations, or other areas now exposed to public discussion should learn how to use Twitter, then put it to work when it fits. Whether and how to use Twitter is a choice that should be decided on the merits of the tool, not on hype or emotional reaction to random, apocryphal stories in which people tweet about brushing their teeth, etc.

A lot of bloggers and journalists already use Twitter. Based on my unscientific sample that now includes the BBC, this isn’t likely to change any time soon. So if you’re reaching out to journalists and bloggers, use Twitter.

More about this in my next post.