I recently read Pam Moore’s article “25 Facts Every CEO Must Know About Social Media in 2011,” and have a great deal of respect regarding her efforts to quantify that which for many in business, is still relatively speaking uncharted waters. In short, this ain’t the media world of our parents (or for me grandparents . . . okay make that great grandparents), with newsprint and crackling radio tubes!
Let’s face it, even those organizations who operate in the loftier realms of the social media world such as Twitter have often times struggled with monetizing the sizzle through the establishment of a viable revenue model. You do not have to look any further than my interviews with who many consider to be the Godfather of Social Media and author of the book Twitterville: How Businesses Can Thrive in the New Global Neighborhoods Shel Israel, to appreciate just how daunting the quantification of the return on your social media investment can be. (NOTE: here is the link to my PI Window on Business Interview with Shel “Can Twitter Make Money and Other Questions Regarding Social Media Revenue Models.”)
That aside, there are a number of nuggets of wisdom in the somewhat lengthy list of Moore’s social media “must knows,” which I will focus on today. By the way, do read the article in it’s entirety to view the complete list.
The first is her point number 6 which states that “Social media is not a quick fix to a broken business.” While stating the obvious, what stands out is the assertion that “If your market currently thinks you’re boring via traditional marketing channels, chances are they’ll think you’re boring in social media.” I love it, as it strikes at the core of what Ecademy founder Penny Power had once told me during our The Psychology of Social Networking interview, in that a broadcasting mindset is tantamount to a guy moving to a new town and going to a local pub and boring the heck out of everyone because he is incessantly talking about himself. Nothing will get people to tune you out faster according to Power, than a soapbox pontification.
This of course segues nicely into Moore’s point number 16 “No, it’s not all about you!” What really stands out is the fact that regardless of the medium like the old real estate adage that stresses the importance of location content is also the lifeblood of any social media venue. As Moore contends, “The only thing that is going to drive them to action is relevant content and conversation,” is a truth that has been proven over and over and yes, over again.
Take for example two of the many blogs that I write. Both have very loyal followings with the occassional post crossing over one to the other. In a recent post titled “Will the real Daffy Duck(s) please stand up!” the link back to the article that I had posted in the main social networking sites went to the blog for which the subject matter would be considered a secondary focus. In other words, I decided not to provide the link back to the blog in which the topic was in line with its main focus or theme.
What happened was very interesting in that a healthy percentage of people followed the link versus the blog. While I had posted the same story on both blogs and, the blog for which the subject matter would be considered primary still had a healthy readership level through subscriptions and RSS Feeds, the experiment proved that a catchy title coupled with what the reader would consider to be valuable content had a significant pull.
There were of course other key points in the Moore article that are of equal importance including the ones dealing with authenticity and relationships, but the nub of it is this – you have to provide and deliver value to your target community in the way of unique information and insights. And you have to do it through multiple mediums simultaneously including blogs, Internet radio and television and social networking forums.
When you connect with your community in such a manner as to be viewed as a valuable source then, and only then will what I refer to as the cross pollination effect occur, which is where individuals like busy bees will spread the word from hive to hive. It is at this point, that the true magic of social media will kick into high gear!
As for the various seminars I have given here are the links to a webinar I gave (Leveraging Internet Radio and Podcasting to Establish a Sustainable Brand) as well as a presentation in Sweden this past October (IBX Capgemini Summit: The Power of Conversational Virtuality).
Remember to Check Out my Books on Social Media:
Want to learn more about social media and social networking, check out my first two books . . . I know that you will enjoy them.
Make connections within your community in ways you never imagined possible!
In the following pages that make up the 10 Chapters of Your Show Will Go Live in 5 Seconds. I will share with you my experiences and insights in creating and hosting an Internet show that informs, empowers and enriches your audience, your guests and yes, even yourself.
From all my experience dealing with the media, I must say that Jon is best of class. After talking with Jon and then being interviewed on-air by him, I would recommend him to anyone. He is thoughtful, curious, affirming, intellectually stimulating, and superbly well-informed. I’ve come away from every conversation with Jon feeling energized and looking forward to the next one. I’m rushing now to buy his book, and I encourage others to do the same.
John Ullmen , Ph.D. Executive Coach, Author of WHiCH BIRD GETS HEARD? HOW TO HAVE IMPACT EVEN IN A FLOCK, and lecturer at the UCLA Anderson School of Management
I’ve done a ton of radio in my career as an executive coach, branding expert and author. Being on air with Jon Hansen is one of the most engaging, dynamic and enjoyable media experiences I’ve ever had!
When I first spoke with Jon to discuss my upcoming guest appearance, that could have been a show in itself. He’s got an amazing depth of curiosity, intellectual appetite for ideas and, yep, an old-fashioned gift of gab that make talking with him an absolute joy.
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Libby Gill, Executive Coach & Author of YOU UNSTUCK
The Unsociable Business of Social Networks Now Available
“So Act wasn’t created to build a better network. It was created to build a better world.” The above observation regarding the So Act network was of course mine, and it was incorporated into the October 27th, 2009 press release, in which the company made the announcement that I would be writing this book. So Act is truly “The 60 minutes of Social Networks” where you engage, mobilize and empower people into action.” Whatever the mission, cause, product, service, program, cure, or solution, So Act can help you expand your sphere of influence and crystallize forward thinking into positive action on a larger scale while harmoniously merging economic and socially conscious goals. At the end of this text I will hopefully have provided you with a balanced view of what may very well become the model against which all other social networks and revenue models will be measured.
’So Act Already’ is a brilliant expose on the social media. Jon Hansen’s style is elegant, while remaining casual and engaging, making the difficult and expensive topic readily accessible to the reader. The book highlights one of the basic conundrums facing anyone who wishes to gain commercial advantage from using the Internet, be it selling a product or service directly, or developing a network to further one’s career; that being the challenge of monetizing your contribution to the wealth of information on the web. This book is a must read for anyone who is either presently engaged in the social media, or is planning to do so. These days that means just about everyone!’
John Berling Hardy Author ’The Hidden Game’
’Jon is thoughtful and thought provoking in equal measure. A natural connector and communicator, he is capable of assimilating and explaining complex ideas without making them complicated. The combination is rare and makes for compelling reading.
That he should align himself with So Act makes good sense. So Act makes explicit a profound truth about social technologies: they bring people together in communities of purpose, communities of people who care about the same thing. And when they find each other they have plenty to talk about, and when they talk, they act.
The social technologies we have come to know in the early years of the 21st century enable us to organise for ourselves, to fix the things we think are wrong, ourselves – without mediation and without central organisation. And that changes everything.
David Cushman Social Media Expert and Author, The Power of the Network
’Jon Hansen’s The Unsociable Business of Social Networks & Why the So Act Social Network Will Change the World is an entertaining and enlightening guide to the So Act network. A must read for anyone interested in social media for social change.’
Patrice-Anne Rutledge is a bestselling author of 27 books and a business technology expert who has been featured on CNN.com, AOL, CareerBuilder, Inc.com, Fox News, MSN, and other media outlets around the world.