04
May 13


Perhaps you’ve heard the story of a bridal boutique in Saskatoon who’s owner has elected to make some very poor choices (yes, putting it mildly).  First it was indicated that she turned away a wheelchair bound patron because the wheelchair wheels were wet and dirtying up the bridal boutique's floor.

Next, things really hit the fan when the CBC published a story about this same business owner turning away a transgendered individual who wanted to try on wedding dresses for her upcoming wedding.  The bridal boutique owner was not willing to recognize the transgendered person as a woman and, believing other customers would be uncomfortable, asked the woman to leave. 

You can read the full story here:  http://www.cbc.ca/news/canada/saskatoon/story/2013/05/03/sk-transgender-follow-up-130503.html


Now, to summarize the 5 easy steps for complete and utter online implosion:

Step 1:  Behave inappropriately (or even illegally).

Step 2:  Respond to complaints by reaffirming your behaviour.

Step 3:  Once inundated with online complaints delete your social media profiles.

Step 4:  Force other businesses with similar names to clarify online that they are NOT YOU.

Step 5:  Hand over complete control of your brand to critics by removing yourself from the equation – resulting in every Google search result now pointing to negative stories, blogs, and feedback.

 

Examining this case study it is easy to see that the first (and most significant) mistake was behaving in a way that (in my mind) personifies bigotry and prejudice.  Of course, there are those who suggest that the business owner should be allowed to do business with whomever she chooses.  Well, I won’t speak to this issue as it reaches well beyond the purpose of this blog.

The second big mistake was deleting their existing social media profiles.

Here you can see that Google maintains an indexed version of the bridal boutique's original Facebook Page.  However, the link now just drops you off at Facebook’s homepage (indicating the profile was deleted).

Jenny's Facebook Link in Google Search Results

Why is deleting their Facebook Page a mistake you ask?  Well, in theory, by deleting these profiles Jenny’s Bridal probably feels as though they can limit the criticism.  However, removing yourself from the equation doesn’t limit the damage or mitigate the problems.

Certainly, maintaining a Facebook Page won't help someone who doesn’t realize there’s a problem.  Social media can’t transform a bad business with terrible practices into a success.  But, by eliminating their voice and perspective from this conversation the businesses’ reputation is now completely and irrevocably in the hands of critics

By maintaining their own profiles (even in the face of an onslaught of attacks) the boutique might have been able to benefit from the support of advocates, friends, and loyal clients.  They could have issued apologies and attempted to regain some degree of credibility.  With the deletion of their Facebook page the opportunity to reconcile (however slight given the actual circumstances) is lost.

As it stands today, the only result of this bridal boutique’s Facebook Page deletion is that others have now setup profiles on the businesses behalf… where people are presently bombarding the business with terrible reviews and feedback.

Originally a Facebook Page had been setup where people were posting attacks and criticism.  This page has apparently been deleted in the last 24 hours - assumedly by Facebook - so I can't highlight it's short-lived impact.

However, a Google+ profile was also setup (and remains active) where 34 negatives reviews have been posted all focusing on this news story.  The overall rating for this business is now a 2 out of 30:

Google Plus Profile

 

Note the terrible feedback:

Negative Google Plus Feedback

 

The rancor and anger expressed by people online towards the Saskatoon bridal boutique has apparently been such a big problem that unaffiliated businesses with similar names in the U.S. and U.K. have had to comment on the situation via their own Facebook Pages:

Jenni's Bridal Boutique - Rochester, MN             


Jenny's Bridal in Scotland

 

Businesses often express a fear about exposing themselves to attacks like this online.  

The reality is simple:  if you are a bad business with terrible products and horrible practices then, yes, social media will shine a light on you in the worst possible way.

However, if you are a good business with good products who runs into an unfortunate situation where a customer has a bad experience then social media actually offers a great opportunity.  Social media becomes a stage for you to demonstrate your customer service skills and even enables your advocates and supporters to rally around you. 

Ultimately, bad online feedback doesn’t destroy a business if the net result is that the business addresses and fixes the problem.  If you dismiss the criticism or hide from it by not participating online then you will most certainly suffer from negative online results.

Geoff

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14
Mar 13


The secret to eternal life lies in the twittersphere. You read that right; but it’s not what you’re thinking. It’s worse. There won’t be zillions of tweets clogging up your feed in order to win a magical fountain-of-youth-type elixir, but there will be tweets from dead people. Yep, tragically, this is what our world has come to. An advertising agency in Britain is in the process of developing a pilot project that allows Twitter users to tweet from beyond the grave.  And so far, over 7,000 people have signed on.


LivesOn Twitter


This new program, aptly called ‘Lives on’ (@Liveson on Twitter), acts as artificial intelligence. Users need to register with the program while they’re living so that the program learns what sort of subjects you tweet about, your syntax, and so on.  A spokesman from Liveson, Dave Bedwood, commented “ … it needs the living to work, they have to teach it and in doing so, it becomes an online twin."

While you’re still living, you’re the only follower of your Liveson account. Bedwood has stated that when the time comes, the family or a close friend of the deceased, acting as an ‘executor’ will ultimately decide if they want to publicize your online altar ego.

The Liveson slogan promises “when your heart stops beating, you’ll keep tweeting. Welcome to your social after life.” Not something that appeals to this girl, but then again, I like to actually live my life.

I can understand how, on one hand, Liveson could be appealing to those who want to create a legacy, or leave their stamp on the world to continue on after they pass.  It could theoretically be comforting to know that you won’t be forgotten, because your twitter feed will remain active. On the other hand, this project also has a macabre quality about it.  I can only imagine how unsettling it would be if someone close to me kept tweeting when I knew they were deceased.

There will certainly be divided opinions on this new possibility – is it a cool, new technology or is it just plain morbid? Will it make it that much more difficult to move through the grieving process when you’re constantly seeing the name of the deceased popping up on your twitter feed? Tell me what you think in the comment section below.

Christy Mingo - Social Media Coordinator

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13
Mar 13

"I have one of the top 1% most viewed profiles on LinkedIn"

Yes 2,000,000 LinkedIn users share the distinction of being among this 'elite' 1%.  This blog is for the other 198,000,000.

I felt compelled to write this blog after observing a number of social media professionals (or "power users") who themselves felt compelled to broadcast this information as though it was the ultimate measure of success in LinkedIn. In my estimation, these individuals are completely misrepresenting what social media success actually looks like!  Rest assured many among the 1% will not like to hear this message.


I'm sure there are a handful among the 1% who have leveraged this 'achievement' in a meaningful way but for the majority I would hazard to guess it's been a game of quantity with little appreciation for quality... Or, more importantly, bottom line results.


Top 1% Most Viewed Profiles in LinkedIn

But let's examine this metric realistically.  You know how you get your profile viewed?  Be a LinkedIn open networker (aka LION) and connect with everyone you come in contact with. Combine that with the act of viewing other people's profiles (thus leaving your "digital business card" behind in the "Who's Viewed Your Profile?" section) thereby encouraging people to check out your profile.

Getting 'viewed' is no measure of success.  Show me the conversion metrics!  For every view how many new clients did you earn?  How many real relationships did you build?  How many referral introductions did you make?  How much revenue did you generate? Sure, views may create opportunity but celebrating a view is like celebrating an 'at bat' in baseball without ever evaluating the result.  Someone with a thousand at bats yet no hits, walks or runs batted in is hardly a yardstick for baseball achievement.  Similarly, highlighting how many fans, followers, or 'views' you have is meaningless if you don't share the real statistics that matter.

If you want to promote your 1% view status please do... Just make sure you also share your actual net revenue so people get the full picture and recognize that quantity really isn't all it's cracked up to be.

For those not among the 1% don't let these metrics mislead you or distract you from online success.  Focus on achieving your objectives in a strategic and bottom-line focused way rather than dragging your metaphoric fishing net along the bottom of the ocean collecting discarded tires and trash while proclaiming that your net is full.

Harsh... I know!  But necessary to keep folks focused on reality.

A full net



Geoff

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08
Feb 13

What would our lives be without constant panic induced by Facebook posts that are clearly designed to terrify people into believing that their entire private life is RIGHT AT THIS MOMENT being exposed to the world!  Here’s the most recent rant making its way around Facebook:

Facebook Privacy Setting Posts


This really is a weekly occurrence in the Facebook world.  Understandable, I suppose.  If you combine the fact that Facebook has traditionally been terrible at notifying us regarding changes and the fact that the average user lacks familiarity with the full scope of features on Facebook then you are bound to end up with mass confusion.

SO, please allow me to clarify once and for all what you need to do to protect your privacy in Facebook.

Most of the settings you need to be concerned about are found in the “Privacy Settings and Tools” section of Facebook:

              Facebook Privacy


These tools are accessible from your Facebook dashboard either through the ‘lock’ icon or the ‘gear’ icon:

    Facebook Privacy Settings

 

 

HERE ARE THE 6 THINGS YOU MUST DO TO CONTROL YOUR FACEBOOK PRIVACY:

 

1. Change Your Privacy Settings to “Friends”.

Every privacy setting in Facebook allows you to choose who can see your activity (and, in fact, who can find you on Facebook).  The three options for privacy are “Everyone”, “Friends of Friends” and “Friends”:

         Facebook Privacy Setting Options

 

In all cases, (assuming you want privacy) change your privacy settings to “Friends”.  To access your Facebook Privacy settings simply click on the gear icon in the upper right hand corner of your screen and select “Privacy Settings” (as per above).


2. Do NOT tag your Facebook Friends in any of your photos or posts.

A tag links a person, Page, or place to something you post, like a status update or a photo.

When you tag someone, you create a link to their timeline. The post you tag the person in may also be added to that person’s timeline.   Because the post may be added to that person’s timeline your post’s privacy becomes subject to THEIR privacy settings - which could open up your post to an audience you never intended.



3. Ask your Facebook Friends NOT to tag you.

Yes, you can control if tagged photos of you appear on your timeline.  BUT, you cannot control whether or not a tagged photo of you appears on a friend’s timeline (if they choose to tag you).

Blocking a tag on your Timeline only means that your Facebook Friends won’t be notified… it doesn’t mean that no one else will see the photo or the tag through your Friend’s original post.

To help you proactively manage instances of tagging you can choose to be notified when you’ve been tagged by accessing your “Account Settings” (under the gear icon as illustrated above):

Timeline and Tagging in Facebook 

Select the “Timeline and Tagging” option from the left hand-side menu.  The second setting under “Who can add things to my timeline?” is an option to review any posts your friends tag you in before they appear on your Timeline.

Turn this Timeline Review feature ON.

You will receive an email notification (if you have enabled email updates) as well as a notification from within Facebook.  Once you’ve been notified you can simply reach out to your friend and ask him/her to remove the tag.

 

4. Ensure when you post to Facebook that the audience for your post is set to “Friends”.

Every device you use to access Facebook (your desktop/laptop, smartphone, tablet) will have it’s own settings for Facebook that you’ll need to review.

I originally thought that because I had set my default post setting to “Friends”  through my laptop that this meant any post I shared via my iPad or iPhone would also default to “Friends”.  I was wrong.  I quickly discovered that my iPhone posts were going Public!!

Here’s the setting to be aware of:

Facebook Status Updates Audience

 

Check every one of your devices to ensure the default setting is “Friends”.

 

5. DON’T LIKE any Page, Group, Post, Photo, or Link that you would not want a stranger to know about.

Choosing to like other people’s content on Facebook is a public act.  Plain and simple.  The only control you have on Facebook is over the content that you yourself choose to personally post.  Everything else is out of your hands.

The Facebook Search Graph is taking advantage of all of these public actions in order to create its search results.  If you don’t want to be included in search results then don’t put yourself in the public eye by engaging with other people’s content.

 

6.  Don’t post private things to Facebook.  PERIOD.

There is truly no simpler explanation than that.  Although you can control a lot of settings in Facebook… you absolutely cannot control the actions of other people.

I can take a screenshot of ANYTHING my friends post to Facebook – either using my laptop, my iPad, or my iPhone – and I can share those posts with the world if I choose to.  There is NOTHING you can do to stop that.  Period.

Geoff

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03
Feb 13

I recently had a conversation with Evan Hadfield - son of Canadian Astronaut Chris Hadfield.  As many of you likely know, Commander Hadfield is currently commanding the International Space Station and has created an all new enthusiasm for space primarily through his use of Twitter where he shares incredible photos of Earth taken from the ISS. What you may not realize is that Chris' son Evan is responsible for managing much of Commander Hadfield's social media strategy.

Currently @cmdr_hadfield has nearly 300,000 Twitter followers and averages more than a 1,000 retweets for each photo of Earth he posts.

Astronaut Chris Hadfield Twitter Account


As Evan Hadfield stated during our conversation, "[Commander Hadfield's current social media participation is the] best media campaign in astronaut history since the moon landings".  Without question Commander Chris Hadfield has re-engaged the world's interest in space travel in a way that I can't remember happening within my lifetime - with the exception of tragedies like Challenger and Columbia.

Having said that, I've been really surprised by their general lack of meaningful participation in Facebook.  Currently the majority of content that is shared to Commander Hadfield's Facebook page is actually just automated Twitter tweets.  The result is that photos aren't displayed in the most compelling and engaging way possible and all the Twitter lingo infiltrates the posts (perhaps baffling the majority of Facebook users who aren't familiar with Twitter).  As a result, Facebook likes are comparatively low (under 18,000).

I would never, even for a moment, want to dismiss the amazing accomplishment of 300,000 Twitter followers and a thousand consistent retweets but I did wonder why Facebook hadn't been embraced more fully.  Evan Hadfield explained to me his view that "you will never see 500 newspapers talking about what Chris Hadfield did on Facebook.  At the end of the day, Facebook simply doesn't have the same effect as Twitter on the world outside its own network."

I had to ask myself if I believed this was true.  Certainly the media have embraced Twitter but is the 1 billion person audience of Facebook irrelevant and invisible outside of Facebook?  Furthermore, this response got me to wondering:  Are we still living in a world where traditional media is the critical messenger or has that paradigm shifted? Do we need Time Magazine or The Globe & Mail to tell us what is incredible and relevant or can we now discover this ourselves?

Is Commander Hadfield's best strategy to focus on compelling newspapers to re-post his photos or would he be better off reaching out to millions of people directly?  Obviously one of the primary objectives of this social media strategy is to create more opportunities for Commander Hadfield once he returns to Earth.  However, will dismissing the significance of Facebook and choosing not to optimize Facebook participation (i.e. deactivating automated updates from Twitter and instead posting content directly to Facebook) be the best solution to achieving his goals?

Which audience is more valuable: a community of fans who love to hear from Chris Hadfield and share his posts everyday or newspapers who will print the odd story on slow news days?  Certainly I appreciate the opportunity to connect with media but I do think the real opportunity is to bypass the middle-man and connect directly with people - and frankly Facebook - not Twitter - is where the people are.

Even George Takei highlighted in his book "Oh Myyy" that his  initial online participation occurred via Twitter (where he currently has over 560,000 followers) but he shifted his focus to Facebook (where he has over 3.4 million fans).  The significantly larger Facebook user base combined with the increased level of visibility and engagement in Facebook made a huge difference to George's online success.  In particular, George appreciated the ability through Facebook "to share images and talk about them collectively as a community" and that this approach to connecting and sharing was "simply too enticing" to avoid.  As a result George began to focus on his Facebook presence.

My hope is that the Hadfield's will consider the evolution of how messages spread most effectively in today's age and consider focusing more of their attention on an optimized Facebook presence.  This approach will enable them to directly reach their target audience rather than relying on a 3rd party to pass their messages along.  Plus, since all of my friends and family are on Facebook and barely any are on Twitter I would be able to more easily share Commander Hadfield's incredible photos with them!

What do you think?  Is Twitter the best tool to reach an audience?  Should reaching traditional media outlets still be the primary objective of a public figure when participating online?

 

Geoff

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