Tagging Snackers: Conversation Agent

When Jeremiah Owyang, senior analyst for Forrester Research, presented Media Snackers, I didn’t give it much thought. I don’t believe it’s new. Like much of social media, it’s an old concept, repackaged under the premise that new media has changed everything.

Social media has changed the world; communication, not so much.

The general concept of MediaSnackers is sound, except as Owyang pointed out, it's not just young people — everyone is consuming, creating, and sharing media differently because they can access whatever, whenever, and wherever. Or, as I’ve said, passive viewers have become active consumers.

Six things that social media is changing:

• Speed of delivery
• Locality of contact
• Size of audience
• Depth of content
• Number of voices
• Degree of engagement

Six things that social media isn’t changing:

• Cognitive thinking
• Appeal of authenticity
• Varied behavioral styles
• Emotion-driven decisions
• Justifying decisions with logic
• Tendency toward organization

Social media is neither an opportunity nor a threat; it's both.

Valeria Maltoni, Conversation Agent, who tagged me with this topic task, used the movie Sliding Doors as a great analogy, noting that most companies size up social media as an opportunity or a thread. (That’s funny.)

It’s neither and both. That’s the beauty of social media. Much like life, you will find what you seek out. And much like life, you ignore it at your own peril.

Do I change my communication to cater to media snackers?

I don’t. Not really. I don’t believe effective communication begins with a medium. It begins with a deep appreciation of communication, which starts by recognizing that varied people have varied behaviors and respond to communication differently. The best communication makes sense to anyone even if it changes no one.

Social media has not changed this. However, for meme purposes, here are few tactics that media snackers might appreciate (no order):

• Employing Twitter, networks, and aggregates like snack shelves
• Finding key information from multiple sources and noting patterns
• Bolding critical information, points, quotes, or adding subheads
• Allowing readers to determine their own depth of interest
• Engaging people in comments, allowing them to share input
• Mixing and matching styles, stories, and analogies for fun
• Hiding full-course meals in many of these daily media snacks
• Serving up honesty and authenticity, even if it means telling people I like that they have mustard on their chins (and asking people to do the same for me)

So what do I think about social media snackers? I think that they are yummy. But then again, I like everybody, which is while I’ll tag: John Sumser, Jeremy Pepper, Doug Meacham, Lee Odden, and Steven Silvers for their take on social media snacks.

(Thanks to Kami Huyse, who published a list of contributors today.)

Balancing Acts: Social Media Measures

A few days ago, Lee Odden had a similar idea. Although I have a different conclusion, Odden’s piece is a must read for anyone hoping to understand a little more about combined ranking systems.

My decision to take a look at them began the day after I posted about Ad Age’s acquisition of Todd And’s Power 150. Jane S. (Jericho Saved) left a comment, asking “Is Todd’s considered to be more reliable than BlogPulse? Is BP even reliable?”

Other than BlogPulse being a better topic measure and Todd's being a better niche industry blog ranker, maybe the best answer is that most social media measures provide insight, but these insights are often misleading. Here is the oversimplified truth behind some of them:

Google PageRank relies on the uniquely democratic nature of the Web by using its vast link structure as an indicator of an individual page's value (the more links, the higher the page relevance). Importance: it provides an indication of how many other pages are sourcing "searched" information from that page to determine its search rank. Triviality: sometimes you don’t have to be first to be relevant (and not everyone searches on Google). (Bonus: Mac users can get a free dashboard widget at Apple.)

Alexa Traffic Rank is based on the usage of millions of Alexa toolbar users. It is the most common gauge to determine traffic. Importance: it provides an excellent snapshot to see which direction your Web site is moving from a broad perspective. Triviality: traffic doesn’t necessarily mean you are getting the right traffic. (Bonus: Terence Chang recently offered some tips about Alexa.)

Bloglines is a free online service for searching, subscribing, creating and sharing news feeds, blogs, and Web content. Importance: the more subscribers and bookmarkers, the more likely these subscribers will visit your blog. Triviality: There are many subscription services, which is why some people are now pushing FeedBurner as a better measure. However, keep in mind that some subscribers are likely to add a blog to multiple readers, which means the measure is likely less than. (Bonus: ProBlogger asks if full feeds increases subscription rates.)

Technorati tracks 94.9 million blogs and over 250 million pieces of tagged social media. Its authority system, which is one of the most criticized (for some reason), ranks blogs based on links from other blogs in the last 180 days. Importance: the authority rank indicates how many other social media participants consider your post relevant enough to comment about it on their blogs. Triviality: Meemes and other link lists can artificially inflate ranking. (Bonus: Make Money Online shares one strategy.)

Digg and other news aggregators allow user submitted content to be voted on by a community. Importance: a post that gets "dugg" by hundreds of members will most certainly increase traffic. Triviality: member alliances can increase diggs on content with little substance. (Bonus: Digerati Marketing recently posted some Digg tactics.)

Social Networks can include any number of places, ranging from BlogCatalog.com to Facebook to Linkedin to (if we’re being honest) Twitter. Almost all of them (including Technorati, which has "favorites") have some sort of “connection” mechanism. Importance: friends can mean the difference between exposure and no exposure. Triviality: it’s relatively easy to make friends and connections. (Bonus: If you ask, 90 percent of those asked will add you, unless you are a troll.)

Content/Frequency/Comments is another measure that has been around for a while. It was recently re-popularized by Edelman’s complex Social Media Index. Importance: the frequency of posting and number of comments all contribute to increased traffic. Triviality: posting too frequently buries good content and comments can all too easily be inflated. (Bonus: Here are the top ten tips that have been around a long time.)

Conclusion. Everybody likes the rankings, traffic, comments, diggs, and, well, whatever (yeah, me too). They create conversation, attract attention, and demonstrate momentum even when social media pundits weight the numbers toward those areas they excel (and we all know they do) or attempt to game the system.

At best, it seems to me that it is these measures and the gaming of them that slows social media from becoming more mainstream (as it makes the average business owner skeptical of blogs). At worst, it detracts from what communication people are supposed to focus on: the company's overall strategy and the true measures of success (like market share, sales, etc.).

Put plainly, Seth Godin doesn’t have a successful blog because he ranks 8,311 on Alexa or 13 on Technorati. Godin has a successful blog because his online brand is consistent with who he wants to be perceived as and, more importantly, he sells a lot of books (The Dip, released May 10, is still #447 on Amazon).

In sum, the best measures of success come from achieving results that are derived out of a sound business strategy. Certainly, any of these measures can help provide a performance snapshot (assuming you avoid the temptation to game them), but the active pursuit of them won't do much more than distract from what really matters.

Overreacting Or Not: PC Magazine

The times … they are changing.

I didn't write about Steve Rubel's Twitter gaffe with PC Magazine when it happened. And for most, the story is over. Yet, for me, I'm still considering how it might represent some serious changes in media relations.

Background

Rubel is senior vice president at Edelman's me2revolution practice. Edelman is the largest independent global PR firm. So when Rubel put out a random Twit — “PC Mag is another. I have a free sub but it goes in the trash” — people noticed, especially Jim Louderback, editor in chief of PC Magazine.

Louderback's answer to the Twit can be seen in a blog post (above link). He asks, among other things, "Should I instruct the staff to avoid covering Edelman's clients? Ignore their requests for meetings, reviews and news stories? Blacklist the "Edelman.com" email domain in our exchange servers, effectively turning their requests into spam? If we're not relevant to Edelman's employees, then how could we be relevant to their clients?"

Analysis

From a pure public relations perspective, Rubel made a mistake and did the right thing by apologizing and offering clarification. (This is precisely the kind of stuff that makes me wonder how public relations practitioners might have to adjust for something like a random thought racing across Twitter.)

However, if we remove this pure public relations perspective from the equation, maybe we come up with a different answer, one that addresses Louderback's original question: "Boycott Edelman, or would that be over reacting?" (sic)

Maybe the question is best answered by the media's long-held position to not be held hostage by advertisers who threaten to pull media buys over unfavorable editorials.

Wouldn't a boycott of Edelman and its clients over an unfavorable comment about the magazine be the same thing? Should Rubel, who has since said he reads PC Magazine via RSS feeds, censor himself on critiquing publications because of his position?

Conclusion

I don't know. But what I do know is that Louderback might have been better off calling or e-mailing Rubel before writing the editorial … just as public relations practitioners prescribe to their clients after an unfavorable media attention. The outcome might have been more favorable for everyone.

Rubel, much like a publisher, could have then retracted, corrected, or amended his statement on his own instead of being "learned." Louderback might have even had an opportunity to find out why Rubel felt that way, enough so, apparently, to fire off the Twit.

Regardless of whether the original message was a good idea or not (it wasn't), the bigger story here, at least to me, is what this means for the relationship between public relations and the media? What does it mean?

The times … oh how they are changing.

Overloading Communication: Twitter

Random Twit: Subscribed to Twitter, refilled my Ritalin prescription, and all is well.

Considering Ritalin and Prozac are two of the most widely prescribed medications in history (Prozac claims 54 million patients worldwide alone), it might be time to ask just how much communication is too much interference.

Random Twit: I hope Mindy didn't stay up all night. I don't care just so long as she takes me and picks me up from court.

There is even a term out there (coined last year) specific for online users, Digital Attention Deficit Disorder (DADD) and covered by Leon Gettler. The general idea is that Attention Deficit Hyperactivity Disorder (ADHD), also referred to as Attention Deficit Disorder (ADD), is a neurobiological condition affecting children and adults. And in many cases, it's linked to information overload.

Random Twit: twitter cats are so much better than real cats.

It's something to consider when talking about Twitter. Certainly there are some worthwhile applications for broadcast IMs, microblogs, or whatever other label you want to put on them. But never before have I seen so many people embrace intrusive communication, including advertisements, and wonder if they may be susceptible to distractibility, impulsiveness, and in some cases hyperactivity.

Random Twit: using some of these other 3d shareware packages to create things makes you realize just how cool and easy second life is.

Twitter adds to the already overbearing communication mix. I once had a client who asked me to subscribe to Skype. It worked well for the task at hand, but I wasn't interested after that. (He keep calling me to ask why I wasn't online all the time). I had to ask myself how many communication streams do I want to allow into my life.

Random Twit: Wondering how Justin Timberlake songs fool me into thinking that I can dance.

The answer was none. No more. Not at least until I could get rid of the older ones. You see, at the time, I had two phones, one fax, one cell, three e-mails, two blogs, several forums, three instant message accounts, chat etc., etc., etc. Add in everything from stat tracking, Reddit, Digg, continual media pursuing for candidates and clients, and you'll see how easy multiple communication streams can be an asset or, perhaps, unnecessary potential stress points. Most of them did nothing more than add unneeded layers of interruption (even if that interruption is a microsecond to respond to an IM).

Random Twit: sleep cause i got to go to new york for the tax man, i am tired

I'm all for multi-tasking, but I'm not a fan of multi-annoyance. So I decided then to use Skype when needed — when conducting a conference call with multiple parties, including Japan — but that's it. So went Skype, so went instant messaging and chatting ( and I'm very close to losing our fax number too). I also stop giving out my cell number (except for political accounts and close clients/friends), all in an effort to control the growing buzz of one communication stream after another.

Random Twit: Just dropped off Beetle at school and am watching Fritz now as Gert gets ready.

The biggest boon of all was the decision to let nothing pass the front door of the gym for an hour or hour and a half every day. No communication needed except an iPod. Some people might call that isolationism or even anti-social, but I call it self-preservation without the need for medication.

Random Twit: home sick today again

I guess I don't see the need to know that a perfect stranger is home sick today, though it is somewhat fascinating to me that he felt a need to share it with the world. Creating Passionate Users called this one right: maybe Twitter is too good. Kathy Sierra goes on to point out Twitter is a near-perfect example of an intermittent variable reward, a creator of a strong "feeling of connectedness" that tricks the brain into thinking it is having a meaningful social interaction, and a contributor to the growing problem of always-on multi-tasking.

Random Twit: Does anyone else think Veronica Belmont looks like she's twelve?

I especially like her point on the "feeling of connectedness" because, business applications aside, instant messaging and Twittering only seem important if you lack meaningful social interactions in the real world. I didn't miss instant messaging nearly as much as I thought I would. But I suppose the same can be said for any addiction.

Random Twit: Looks like BBC World has had a make over. Reds and blacks have become greens and blacks. Clever.

Addiction? Well, considering the relatively few people who have said Twitter ain't all that, it seems odd to me that Twitter fans would call them a conspiracy to shut Twitter down before they try it. Not that long ago, only pod people and borgs made that argument. (In fact, one Twitter I saw yesterday claimed remorse over the fact that some guy's dog had a better stream than he did. )

Random Twit: No, it is *you* who are linearly polarized!!

Resistance is not futile. I'll take a pass on this one, despite being receptive to new technology. I can say that because I was one of the first people to meet a future spouse online. Funny. I didn't miss chatting once she moved here. Enough said.

Except maybe, be wary of anyone who says Twittervision will cause you to waste your whole day. It held my attention for about the time it took to write this post (and that was only because I was pulling a few random twits for this post.)

Random Twit: Cleaning up all of the debris that imified caused to my Twitter.

Random Twit: showing a coworker twitter

Random Twit: Alright, Alright, I'll do my work...