a Global Bridge

Where have I been?  Where have I been....

Well, I'm here & there, oh yeah, and I'm over there too.  But mostly I'm on Twitter (surprise!)...

If you haven't had a chance, check out the new blog http://www.140chitchat.com - currently featuring an interview with Sean of @wildworldofsean - a truly interesting tweep!  And if you like to write, I'm looking for a writer or two...

In the meantime, I'm wondering how long until we stop using the term "social media."  I'm as big an offender as any, 140 ChitChat is billed as a blog all about social media.  Yet I sense the winds of change they are a blowin'.  Which makes me wonder if I should change that tagline... If you know nothing else about me thus far, you should all know I am not in any way resistant to change - gotta go with the flow, I say.

Now, I'm not psychic, I'm no expert or guru, and I'm probably as new to "social media" as you are (newer perhaps).  But, once in a while I can spot a trend just before it's about to change (you know that black & white checked coat every gal is wearing this winter - it's called houndstooth check, boys - I bought mine two seasons ago, and I'm already looking for something else Kors-related).  But, I digress, and how is that relevant to technology & social media?  Well, I've noticed the following:

Some people, highly active social networkers, have shut down their Twitter accounts (or deleted a high profile Twitter account, in order to create a smaller & more manageable one).  I'm sure there are various and asundry reasons for the disappearance of each one, but it's a trend, nonetheless.

The term "social media" is becoming less & less popular with the "average joes" on Twitter.  While it hasn't gotten to the point of incurring online booing or hissing, it's getting awfully close.  Those who are entrenched in the social media jet set may not have noticed this fact as they seem to be happy tweeting social media tweets back & forth amongst themselves.

There seems to be controversy among the social media who's whos on how best to ensure that they and only they are considered "experts" in the subject, while others are outted as posers, imposters, and other varying degrees of unworthy.  This final fact is where social media will meet its death knell.  While I can understand making a case for using caution in identifiying anyone as an "expert" in the field, I would submit that social media should be looked at less as a field and more as a community.  The big draw of social media from the outset was to allow large brands, companies, organizations and the like a way to utilize social networking while marketing their brand without screaming "I'm advertising" to their market, usually the everyday consumer.

In order to seem like "one of us" social media as a community or culture needs to preserve the notion that anyone can, and should, use and master social media.  If there is a persisitent movement to superimpose a hierachy on social media, "average joes" will become less & less interested in being involved (thereby thwarting the very reason big names & brands exist on social media to begin with) and everyone will become less trusting of those who refer to themselves as social media expert, gurus, and the like (if that lack of trust isn't becoming inherent in the social media conversation already).

One of the higher profile social media types said that in order to suss out a poser, one should ask to see "five things" that person has done in social media.  Presumably results oriented stuff, if that's the case one could call me an expert, which I'm not.  And would that be the standard we would use in any other professional realm?  I think not.  The truth is social media as a "field" is too young for anyone to call themselves an expert (and that's a fact).

Saying you need a "social media expert" is like saying you need a community expert or a social guide.  While, I'm sure these occupations exist in some form, some where in the world, they are not likely to be the types of people utilized by everyday citizens in their everyday lives.  Likewise, if social media is going to sell itself on allowing big businesses/celebrities to incorporate themselves seemlessly into everyday life, it can not on the other hand extricate itself from everyday life (and everyday people).

The principles behind social media will be here for some time, perhaps for quite a long time (of course, ask Netscape, Altavista, or Yahoo! about online technology longevity).  The premise behind social media isn't going anywhere any time soon.  Rather, it's the phrase itself that stands to lose out.  It's under siege from a variety of corners and hanging in the balance.  And any attempts to make social media less accessible to the average joe will be meet with a backlash from the general community online (and off).

I guarantee it.

A while back I wrote about the number of job opportunities that currently exist in the realm of Social Media.  With so many out of work and looking for a job, I thought I would revisit this topic.  Why not catch a wave?  Here are some of the most interesting job posts on the Net.

Princeton University is looking for a Social Media Coordinator who "will focus on written content, primarily from a journalistic perspective, and must be able to convey intended messages accurately and succinctly both through editorial and visual mechanisms."  They require seven years of Web/communications experience.

Magazine publisher Meredith Corporation (think Better Homes and Gardens and Family Circle) is looking for a Social Media Manager.  According to their posting, "this individual will be responsible for driving key initiatives for community including but not limited to user-generated content tools, social networking sites, photo contests, and blogs."  Meredith is based in Des Moines.

American Express needs a Marketing Manager, Social Media.  They're looking for someone who's already thinking about Web 3.0.  I like that way of thinking!  This position is located in their New York office.

How about trying for the Vice President, Digital Media at Disney?  That sounds way cool!  In the posting they cite a need for experience with "innovative digital content" and a knowledge of online entertainment content for "the digital/teen girl generation."  I'm assuming they mean the Hannah Montana jet set.  And you can soak up the L.A. lifestyle... very cool!

Always wanted to work in D.C.?  Ketchum Public Relations is looking for a Social Media Strategist.  This person will help their "consumer healthcare and consumer packaged goods clients" to "develop brand platforms and social media strategies."  If you're really adventerous, then I imagine anything healthcare/PR-related in D.C. would be hopping right now.

All you Twitter addicts take note. Sears Holding, outside of Chicago, is looking for a Social Media Moderator for Twitter.  Imagine having a job where it IS your job to tweet all day!  It's a tough job but somebody's got to do it.

Looking for one-stop job hunting? Try Simply Hired's job postings.  They provide a compilation of job postings from around the Web.  Here's the latest list of Social Media jobs. 

Need a job.  Why not get Social?

*note - these jobs were all posted this morning, however, that doesn't always mean the position is still open or available.

So today, as part of my tweeting for charity campaign, I was asked by a new friend at one of my local charities to write a little bit about Social Media strategy and how to go about developing your Social Media marketing strategy.

Even it you're not an MBA, I'm sure you know about the traditional marketing 4p's - Product, Price, Place and Promotion.  These 4ps can easily be applied to any Social Media marketing strategy and implemented without too much trouble (it will take a lot of hard work and diligence on your part, though).

Product:

The product can be a traditional product (like a new iPod), an organization or company (like the Red Cross), or a personal brand (such as yourself or your neighborhood reading club).  You should have a clear picture of your mission/vision, your objectives, and your long-term strategic goals.  If necessary, get your decision making group together and write these things down, if you haven't done so already.  Contrary to popular belief, there's not much difference in social media marketing whether you are a corporation, a charity or an individual.  All you need is know-how.

Price:

Is there a cost associated with your Product?  If not a direct dollar amount, is there some thing that you want from your new followers - i.e. joining your club, supporting your cause, or something along those lines?  Maybe you're just a person trying to brand yourself and your name online.  Then perhaps what you want is increased visibility and credibility.  Know what you want from your Social Media marketing campaign. Only by having a clear picture of what you hope to gain - will you then see clear results!

Place:

For Social Media marketing, the "place" for your campaign will be the Internet, of course.  You should have an idea of who your audience is - or if you're just starting out, who you want your audience to be.  Check out the places that they frequent online.  You might have to ask around to find out where you're target market "lives" online.  Are they traditional business types?  Check LinkedIn.  Interested in the Apple Jet Set?  Better start tweeting. Is your target market international in scope?  Try Ecademy, Xing, and Orkut.  Once you've established the "places" that you need to target, then you're ready to move on to the final phase.

Promotion:

Obviously, the first step is to have active accounts on all of the social networks that you hope to target.  Make sure that you include relevant data about your organization or product with links to your website for all pertinent details.  Your senior executives and the PR person at your organization/company should have links to your most important social networks embedded in their email signatures.  If you're working on your own personal brand, then include your blog/website and links to your own personal networks (ie http://twitter.com/aglobalbridge). ; One great practice that I personally use is to include a link to my blog in my replies to all messages that I receive on Twitter, Facebook, LinkedIn and the others.  This always generates a good bit of traffic for me.

Now you've got to get the word out to your target market or your audience.  You'll need to "work the room."  Get to know the people that show interest in your organization, brand and/or product.  Make regular status updates and post all pertinent events on your social networking pages.  Join related groups on LinkedIn and Facebook, use Twitter to follow people who are experts in your industry, and network, network, network.  Go to local Social Media events in your area and get to know others in your community who are active on the Social Media circuit.

By using the principles of the 4p's, which is just good business sense, you can drive your cause/organization/personal brand to the next level!

Here's the latest in social media tools that you should be using:

Box.net - save files online and access them wherever you go.  The Lite version is free and provides you with 1 GB of storage with max file size at 25 MB.  There are other options with greater functionality for a monthly fee (starting at $9.95/month)

Widgetbox - use one of their pre-defined widgets or create your own!

Backtype - follow your comments on your social networks and share them.

Picknik - free quick and easy online editing of your photos - and there's no registration required!

Bit.ly - make your favorite link into a shortened url perfect for microblogging (Twitter).  Many of you know about this, but some of you (like me) may be new to tweeting on a regular basis and can use all the help you can get!

I could give you a long list of other tools floating around the Web, but I'm trying to stick to only listing sites that I've tried, used and like.