{"id":29910,"date":"2012-05-26T14:55:10","date_gmt":"2012-05-26T13:55:10","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=29910"},"modified":"2012-05-26T14:59:36","modified_gmt":"2012-05-26T13:59:36","slug":"social-media-sometimes-goes-beyond-being-social","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/social-media-sometimes-goes-beyond-being-social\/","title":{"rendered":"Social Media Sometimes Goes Beyond Being Social"},"content":{"rendered":"<p style=\"text-align: center;\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n                                                             google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><script type=\"text\/javascript\" src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\"><\/script><\/p>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the <strong>opinions of the rest of the ABT staff.<\/strong><\/span><\/span><strong><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span><\/strong><\/h6>\n<p><strong>Social Playground<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29912\" title=\"Untitled-1\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-14.jpg?resize=292%2C222\" alt=\"\" data-recalc-dims=\"1\" \/><\/strong><\/p>\n<blockquote>\n<p style=\"text-align: left;\" align=\"center\"><em>\u201c<\/em><em>When you&#8217;re burned, you&#8217;ve got nothing: no cash, no credit, no job history. You&#8217;re stuck in whatever city they decide to dump you in.\u201d <\/em><strong>\u2013 Michael Westen, <em>\u201cBurn Notice,\u201d<\/em> Fox<\/strong><\/p>\n<\/blockquote>\n<p>You\u2019ve seen kids in the playground right?<\/p>\n<p>They play, fight, participate, sulk, skulk, share, unshare, befriend and bully.<\/p>\n<p>You know, sorta\u2019 like today\u2019s social media.<\/p>\n<p>In the social media playground, folks check their numerous site pages and Twitter accounts, sometimes before they\u2019re out of bed and several times during the day. They constantly check on events, grab coupons, share club\/sports\/things stuff, find\/chat with new friends around the globe and vote on\/grade news, information, ideas and products.<\/p>\n<p>They\u2019re part of a worldwide set of communities that talk about products, services and ideas in a never ending stream. No wonder companies, product managers, bosses want to reach out\/touch them, get them to like them, get them to buy them.<\/p>\n<p>With Facebook going public, companies, marketers are paying even more attention to the power, reach, impact of social media.<\/p>\n<p>And, while you might think they \u201cown the world,\u201d they share the online global community with a lot of sites.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29913\" title=\"Untitled-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-24.jpg?resize=512%2C254\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-24.jpg?resize=512%2C254 512w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-24-300x148.jpg 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong>World of Places \u2013 <\/strong><em>While a lot of people believe social media begins and ends with Facebook, it\u2019s far from a fact. In some parts of the world, people haven\u2019t even heard of Facebook. And while it has grown very nicely, others like Sina Wiebo, Tumblr, Badoo, Twitter and LinkedIn have shown dramatic growth&#8211;if not dominance&#8211;and can\u2019t be ignored.<\/em><strong>Source &#8211; ComScore<\/strong><\/p><\/blockquote>\n<p>The fastest growing sites have been Sina Weibo, China\u2019s version of Twitter, with an increase of 181 percent; Twitter, with more than a 59 percent increase in new visitors and relative newcomers; and Pinterest, which reported worldwide users spent an average of 72 minutes plus checking things out.<\/p>\n<p>People are there for a lot of reasons and as Sam asked, <em>\u201c<\/em><em>Hey, is that your Mom again?\u201d<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29914\" title=\"Untitled-3\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-34.jpg?resize=543%2C397\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-34.jpg?resize=543%2C397 543w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-34-300x219.jpg 300w\" sizes=\"auto, (max-width: 543px) 100vw, 543px\" data-recalc-dims=\"1\" \/><\/em><\/p>\n<blockquote><p><strong>Why We\u2019re Here \u2013 <\/strong><em>Social media for regular folks around the globe hasn\u2019t grown so rapidly for marketers who want to advertise, publicize, promote their goods and services. People are attracted to worldwide social media sites to stay in touch with friends\/family, connect with new\/old friends and share information\/news. Marketers have to understand they are guests in these people\u2019s online home.\u00a0 <\/em><strong>Source \u2013 Pew Research Internet Center<\/strong><\/p><\/blockquote>\n<p>And along the way, you pony up so much neat information; it almost brings a marketeer to tears.<\/p>\n<p><strong>Visibility Abounds<\/strong><\/p>\n<p>For a lot of different reasons \u2013 fame, shame, new\/some\/any relationship, get\/give help, entertain yourself\/others, learn\/teach \u2013 people post their information.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-29915\" title=\"Untitled-4\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-44.jpg?resize=565%2C295\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-44.jpg?resize=565%2C295 628w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-44-300x156.jpg 300w\" sizes=\"auto, (max-width: 565px) 100vw, 565px\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong>Sharing Comfort \u2013 <\/strong><em>Men and women have different comfort levels regarding what they are willing to share online and that comfort level changes by age group. Even when they share the information with people in their communities, there is a growing concern over privacy and being followed, contacted by companies.<\/em><strong>Source &#8211; uSamp<\/strong><\/p><\/blockquote>\n<p>But as we all know, males\/females, young\/old are different; and what they\u2019re willing to share is also different:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Women don\u2019t like to share contact info<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Men are willing to share their political affiliation<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Females 18-24 are willing to share race\/ethnicity, but that falls off as they mature<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Men are more comfortable with privacy protection<\/p>\n<p>That stockpile of information \u2013 now called big data \u2013 makes it easy for marketers to find out what you want, what you need, what your aspirations are and what you want to be when you grow up.<\/p>\n<p>No wonder companies are increasing their digital marketing budgets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29916\" title=\"Untitled-5\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-54.jpg?resize=377%2C327\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-54.jpg?resize=377%2C327 377w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-54-300x260.jpg 300w\" sizes=\"auto, (max-width: 377px) 100vw, 377px\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong>Attractive Options \u2013 <\/strong><em>The growth, reach and influence of social media hasn\u2019t escaped the watchful eyes of companies, management, marketers, communications folks. It has become such an effective and focused means of reaching prospects and customers that there is a growing community of social media experts and specialists who sometimes even know how to reach, educate, influence, defuse, refute folks on the Web<\/em>. <strong>Source \u2013 Russell Herder and Ethos Business Law<\/strong><\/p><\/blockquote>\n<p>Sign up at a site, buy something online, make a mild inquiry, take a passing interest and <strong><em>BAM!!!<\/em><\/strong> Suddenly you\u2019re their long, lost friend.<\/p>\n<p>Somewhat dazed, Michael looked around and asked, <em>\u201cWhere am I?\u201d<\/em><\/p>\n<p>Their ad\/publicity folks spring into action and send you emails (if you were thoughtful enough to give your address), post to your site, Tweet you.<\/p>\n<p>After all, social media was invented so companies could engage consumers, start a conversation, build brand awareness, sell stuff.<\/p>\n<p>Right?<\/p>\n<p>Of course, if you have a question, issue, problem\u2026forget about it!<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29917\" title=\"Untitled-6\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-63.jpg?resize=449%2C366\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-63.jpg?resize=449%2C366 449w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-63-300x244.jpg 300w\" sizes=\"auto, (max-width: 449px) 100vw, 449px\" data-recalc-dims=\"1\" \/><\/p>\n<blockquote><p><strong>Hello Out There \u2013 <\/strong><em>A lot of social media practitioners are quick to explain that their job is to help the company reach out and connect with customers. Unfortunately, all too often, it is a one-way conversation because even the slightest question frequently goes unanswered. Ignoring folks online can produce unwanted results in an Internet minute.\u00a0 <\/em><strong>Source &#8211; Socialbakers<\/strong><\/p><\/blockquote>\n<p>A study by SocialBakers found that 95 percent of the brands that had questions posted on their walls <em>didn\u2019t <\/em>respond.<\/p>\n<p>Oh, but if you \u201clike\u201d them, that\u2019s information they can take to their boss and show them how well they\u2019re doing.<\/p>\n<p><strong>Some Understand<\/strong><br \/>\nO.K., that\u2019s unfair because some folks really do get it.<\/p>\n<p>They know that listening, engaging, responding may be tough to take sometimes, but it is the best way to track what people really think about their company, their products.<\/p>\n<p>As Michael said looking over today\u2019s social media terrain, <em>\u201cYou do whatever work comes your way. You rely on anyone who&#8217;s still talking to you.\u201d<\/em><\/p>\n<p>In fact, despite some early stumbling and failed \u2013 read they got ripped up &#8211; pitch efforts, Dell has become a poster child for executing a rock-solid online, digital marketing effort.<\/p>\n<p><strong>\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29918\" title=\"Untitled-7\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-73.jpg?resize=413%2C403\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-73.jpg?resize=413%2C403 413w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-73-300x292.jpg 300w\" sizes=\"auto, (max-width: 413px) 100vw, 413px\" data-recalc-dims=\"1\" \/><\/strong><\/p>\n<blockquote><p><strong>Fast, Accurate Measurement<\/strong> \u2013 <em>The great thing about social media is that people leave behind so much tracking information that it is easy for pro-active digital media marketers to not only ensure that their messages are being received and understood but that they are also producing the right image and results for the company, management, products<\/em>. <strong>Source \u2013 Forrester Consulting<\/strong><\/p><\/blockquote>\n<p>Forrester Consulting reported back to Dell that key performance indicators (KPIs) show that firms that take listening and engagement seriously benefit the company \u2013 even when the initial engagement is negative.<\/p>\n<p>They found that 63 percent of the companies reported that their proactive efforts had a positive affect on brand awareness, 57 percent said improved their brand sentiment and 50 percent said it improved their business success.<\/p>\n<p>O.K., so listening and an honest, open engagement isn\u2019t some previously unknown business strategy, so why don\u2019t more companies, social media \u201cexperts,\u201d publicists do it?<\/p>\n<p>Are you serious???<\/p>\n<p>Some of the folks out there need to take a course in anger management!<\/p>\n<p>Questions like <em>\u201cdo you still beat your significant other?\u201d<\/em> are pretty tough to handle.<\/p>\n<p>People with their fingers on the send\/ post key can instantly tell the world they don\u2019t like the company\u2019s new logo, think the boss makes way too much money, the product is difficult to use because it didn\u2019t install itself or that the service\/support people were insensitive to their needs (sometimes whining).<\/p>\n<p><strong>Customer Relations<\/strong><\/p>\n<p>True, there are a lot of legitimate problems\/issues; and a good company will do all they can to assist the customer and resolve the problem.<\/p>\n<p>Speaking up for the customer, Madeline said, <em>\u201cSomeone needs your help, Michael!\u201d<\/em><\/p>\n<p>That\u2019s because social media now empowers people who are mildly irritated to voice their issues and come together. Suddenly, you have a worldwide viral protest that makes news everywhere.<\/p>\n<p>It\u2019s not that companies are stupid, callous or out to rip you off; it\u2019s just that seemingly logical, well-thought-out policies can quickly snowball into major PR debacle.<\/p>\n<p>True, Spirit Airlines refusing to give a veteran dying of cancer the price of his ticket back because of policy, is a little stupid.<\/p>\n<p>But a lot of really, really smart lawyers give stupid counsel and normally good folks are vilified as Satan\u2019s right-hand person.<\/p>\n<p>In the pre-Web days, the company\u2019s decision probably wouldn\u2019t have made it past a page 10, three-inch news column in the newspaper.<\/p>\n<p>The difference is the world of business has changed and what might have started out as a dissatisfied tweet can now create a firestorm of negative publicity, turning a relatively minor complaint into a global incident.<\/p>\n<p>Michael heard what happened and noted, <em>\u201cBottom line? Until you figure out who burned you&#8230; you&#8217;re not going anywhere.\u201d<\/em><\/p>\n<p>The biggest problem is that senior management and seasoned personnel don\u2019t interact enough with customers \u2013 online and face-to-face.<\/p>\n<p>Except for really savvy companies\/management, the day-to-day social media is usually handled by a junior publicist who monitors, handles tweets and posts who don\u2019t have the experience or expertise to grasp how to put himself\/herself in the customer\u2019s shoes and empathize with the consumer.<\/p>\n<p><strong>Bosses Who Get It<\/strong><\/p>\n<p>It takes a person who really understands the meaning and impact of true customer relations to come to grips with the customer\u2019s sentiments.<\/p>\n<p>One CEO we know recently said he doesn\u2019t answer to the board of directors; he answers to the customers.<\/p>\n<p>That kind of management focus filters down to even the newest member of a company and makes firms view customers not just as sales targets but as an extension of the organization and its success.<\/p>\n<p>Good people who are there for, listen to, enjoy people make great companies.<\/p>\n<p>Less than good people?<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29919\" title=\"Untitled-8\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-83.jpg?resize=203%2C321\" alt=\"\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-83.jpg?resize=203%2C321 203w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/05\/Untitled-83-189x300.jpg 189w\" sizes=\"auto, (max-width: 203px) 100vw, 203px\" data-recalc-dims=\"1\" \/><\/p>\n<p>As Fiona said, <em>\u201cwe shoot them.\u201d<\/em><\/p>\n<p align=\"center\"># # #<\/p>\n<p style=\"padding-left: 30px;\"><strong>by: G.A. &#8220;Andy&#8221; Marken<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> President<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> Marken Communications Inc.<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<blockquote style=\"padding-left: 30px;\"><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; Team AlienBabelTech &#8211; 164304<\/li>\n<li>SETI@Home &#8211; Team AlienBabelTech &#8211; 138705<\/li>\n<li><a href=\"http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.worldcommunitygrid.org\/reg\/viewRegister.do?teamID=3P39R3SRV1', 'World Community Grid &#8211; Team AlienBabelTech']);\" target=\"_blank\">World Community Grid &#8211; Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>The following is by G. A . &#8220;Andy&#8221; Marken, President of Marken Communications Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the&#46;&#46;&#46;<\/p>\n","protected":false},"author":396,"featured_media":29919,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533],"tags":[5245,5244,5243,3943,1689],"class_list":["post-29910","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","tag-listening-and-engagement","tag-sharing-personal-information","tag-sina-weibo","tag-social-media","tag-twitter"],"_links":{"self":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/29910","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/396"}],"replies":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=29910"}],"version-history":[{"count":0,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/29910\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/29919"}],"wp:attachment":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=29910"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=29910"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=29910"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}