Wednesday, April 18

Business Blogging: Eric Mattson

Eric Mattson is a Seattle-based marketing consultant, podcaster, and expert in social media. His joint research with the University of Massachusetts, Dartmouth has appeared in BusinessWeek, Inc., and Foxnews.com. What did it say?

Social media is here to stay.

Message boards, social networks, online video, blogging, wikis, and podcasting are all utilized by more than 10 percent of Inc. 500 businesses. Sixty-six percent said social media is important (which indicates a large gap between business and public relations).

Blogging, specifically, is utilized by almost 20 percent of these businesses. To me, this seems significant because business blogs are only a step away from becoming a tangible mainstream business tool. They are a 5-in-1 tool, if you ask me.

Are professionals in communication-related fields ready? I'm not sure. It seems most are still wondering whether blogs are valid.

I'm not surprised because some people are still confused how blogs might impact communication. I submit it does not matter whether 10 percent of people read blogs. It's the "pass-on" message that counts.

Right. Readers generally pass on insights they read on the Web to co-workers, industry peers, friends, and family. Some content spills into mainstream media.

Did you hear? Did you see? Did you know? And from these leads, the messages perpetrated online become the stuff of rumor, gossip, and infamy, making it difficult to track, difficult to identify sources, and difficult to manage.

It's easy to see some consistent patterns on this blog and others we manage. One blog entry might be read by one or two people (or 100), who pass it on to their co-workers, shareholders, friends, etc. Some pass links. Some pass e-mails. Some cut and paste content.

Occasionally, mainstream media might use it as a story source, either cited or used as a backgrounder for another, seemingly unrelated, story. And sometimes, the story or viewpoint might be used to spark additional observations and posts on the Web, creating a tsunami-like effect — rolling out over to New York or London or Primorsko-goranska. And then, the wave comes back, and out, again.

The bottom line: ignorance is not bliss when it comes to blogs or social media. No, I am not saying every blog entry someone writes will have an impact on your business, but eventually one just might.


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Tuesday, April 17

Censoring Farce: WorkFarce

Sometimes it's hard to distinguish the heroes and villains of social media. It is the person or persons who moves to censor supposed blog bullies? Or is it the anonymous blogger penning satirical prose? Or maybe, there never were any heroes or villains to begin with. Maybe there is only a whole bunch of people who could accidentally send us into the dark ages.

Sure, most people outside of the recruiting industry have never heard of WorkFarce, which was an anonymous satirical blogger who some might say crossed the line of professional decency while others might say made pointed observations of the absurdness of the industry, the world, and human nature in general. But for people who did know him, the surprise success of his blog seems well-grounded in its objective: give people a good laugh without revealing himself, his employer, or making apologies.

Most people will never hear of WorkFarce because one or several people tracked him down and contacted his employer, demanding that, he says, "I publicly reveal my identity, (who I am, what I do and who I work for) and then issue a public apology." Hoping to circumvent harm to himself, his family, and his employer, he elected self-censorship in the face of threat and ultimatum.

I'm all for calling a duck and duck, and in this case, the duck was blackmail. WorkFarce's only crime was naivete.

Yes, it is extremely naive to believe for one second, that as an anonymous blogger, you will remain anonymous forever, especially if you have taken to criticism, whether or not such criticisms are labeled satire. It is as naive as sending a critical e-mail without the assumption that someone might turn it in to the person you are criticizing. It is equally naive not to recognize that the closer your satire or criticisms touch the truth, the more likely someone will attempt to embarrass, malign, or censor you.

I see censorship as, once again, a growing trend in America and this trend is something that needs to be much more than watched. Censorship, misrepresentation of statements made within a context, and blackmail are beginning to win over "truthful, accurate and fair communication that facilitates respect and mutual understanding."

All around us, singular comments are taken out of context or turned into something they were never intended to be. Bryan Ferry, Don Imus, and a host of others are all being targeted by censors, blackmailers, and people who prey on the fears of others.

To be clear, while I do not endorse or condemn (though I may question their style, logic, and word choice) what any of the above public figures have said, we must be more careful not to confuse the cries of censorship as more valid than the speech they attempt to censor. The remedy for the abuse of free speech is always more free speech.

In an effort to keep this confined to a manageable topic, I was not a fan of WorkFarce and rarely read his material. Many people, however, did. We had an engagement once or twice, but nothing beyond that. On occasion, I freely admit there was something relevant in the writing and the wit could sometimes, er, once in a great while, be appreciated. No, I am not a fan of anonymous blogs, but far be it from me to judge what others feel they must do for the preservation of their jobs and livelihood. Being anonymous is their burden to bear, not mine or anyone else's.

I am also not a fan of blackmail. And in this case, the move to supposedly unmask, embarrass, and censor WorkFarce was pathetic at best, an exercise in malice at worst. Given WorkFarce has gone to great lengths to protect his employer (and hopefully did not attack others in the industry simply for the potential benefit of his employer), the only harm that could have been done to anyone was only what they chose to infer from his posts.

In fact, by most accounts, WorkFarce was not a potential shill, backed by people with political or business agendas. So given that the apparent unmaskers are hoping to conceal their own identities in doing so suggests to me the ultimate in hypocrisy.

Let me say it again: the remedy for the abuse of free speech is always more free speech, lest we forget the immortal words attributed to Pastor Martin Niemoller:

When the Nazis came for the communists,
I remained silent;
I was not a communist.

When they locked up the social democrats,
I did not speak out;
I was not a social democrat.

When they came for the trade unionists,
I did not speak out;
I was not a trade unionist.

When they came for me,
there was no one left to speak out.


Ergo, be careful with cries for censorship. For when the worst comments go largely unanswered except for censors, even the worst ideas are more likely to take root within the fabric of the people for all time. Yes, though I am disgusted by the notion, moving to censor hate speech will only lead to more hate speech.

Sure, some might say it seems I am contradicting my own advice on message management within the context of strategic communication. But for me, the difference is exceedingly clear: message management is about trust, honesty, and consensus not fear, force, and censorship. Good night and good luck.

Monday, April 16

Giving Back: National Volunteer Week

This week, April 15-21, is National Volunteer Week, which is about thanking America's most valuable assets — volunteers — and calling the public's attention to all that they do to improve our communities.

Sponsored by the Points of Light Foundation and supported by USA Freedom Corps, this year's theme is "Inspire By Example." Copywrite, Ink. has long encouraged the businesses we work with, and communication-related companies within our field, to find new ways to give back to the community. We try to lead by example.

While we are currently engaged in several non-profit ventures, I would like to highlight just two projects today...

The first is our support of the National Business Community Blog, which is a nationwide community web log and news feed for businesses releasing information about their non-profit contributions and volunteer efforts.

Originally, we developed the blog for the state of Nevada, but recently decided to expand its exposure. As some of the most inspiring stories and charitable ideas from businesses (that could be implemented in Nevada or elsewhere) come from all over the country, it made sense.

Now, every work day, we share one example of a business giving back to its community or communities. Today, you can even learn more about National Volunteer Week.

The second, which will officially launch May 1, is our new agreement with the Volunteer Center of Southern Nevada (Volunteer Center) to provide a merchandise fundraising solution. As a sponsor of the Volunteer Center, we are developing a merchandise product line to help raise funds for its great work in Nevada. A portion of all proceeds from merchandise sales will help support the organization.

We encourage you to visit its Web site. The Volunteer Center helps people deliver creative solutions to community problems through volunteerism.

They will be one of two non-profit organizations that will benefit from our online mall concept. Once both non-profit organizations are added, we will be inviting others to participate as well.

The basic concept is to provide product lines for several companies and non-profit organizations and highlight them all within one online store. Since each organization will assist in driving traffic to the site, all participating companies and organizations will receive greater exposure and a greater fund-raising potential.

We have already amassed a team of more than 20 designers, beyond our in-house team, who are willing to participate in developing products for non-profit organizations. Each of them will receive recognition for their work as their designs are accepted.

In conclusion, I will be posting again on National Volunteer Week this Friday, specifically addressing how business giving has a tangible ROI for businesses, regardless of size and resources. Until then, I ask that everyone take a moment to stop and recognize some volunteers that you know this week. There is no doubt that they make the world a better place.


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Friday, April 13

Surviving Animal: Mr Moustache

Some professionals might think twice about appearing on radio show with a host sometimes called the "shock jock of the recruiting industry" and refers to you as "Mr. Moustache," but not me. I say go ahead and feed the Recruiting Animal. Sure, some people will claim he bites, but I think you'll respect him all the same.

At least that was my experience on his show "The Recruiting Animal Show", where for a little more than an hour we discussed whether or not there is such a thing as bad publicity. While there seemed to be some consensus that not all publicity is good publicity, not all who called in agreed.

While we agree on a great many things, Laurence Haughton disagreed on this point. Haughton, a writer, a speaker, and a management consultant, said that all publicity is good publicity because visibility is everything. I disagree, largely because publicity (especially bad publicity) is mostly a random roll of the dice and has the potential to mangle any message or established identity out in the field.

It seems to me that not all publicity has paid off in recent months. While JetBlue has captured headlines, it is fighting to reverse the negative impressions of a February storm. Steorn, which used publicity to market the claim of having free, clean and constant energy, has been slow to regain its credibility after a publicity stunt last year. The blogger Spocko, who was responsible for his own publicity as well as the negative publicity surrounding KSFO radio, has slowly dropped from his once glamorized position as a top search tag.

While these cases can be seen as extreme forays into crisis communication, I believe they have some commonalities. It seems to me that people, places, products, and companies that benefit the most from publicity are those who have exposure in their areas of expertise or in ways that closely align with their brand and identity. The further away the exposure is to their brand or identity, the greater the potential for damage or maligning their own message.

Don Imus is experiencing this now, after making statements that have been labeled racist. While some might argue these statements have given him exposure and may have briefly increased his ratings had he not been fired, several advertisers would NOT bank that all publicity is good publicity. They pulled their advertisements off the air. Staples Inc. and Procter & Gamble Co. were the first to leave, refusing to associate with the radio show host despite apologies. Would others have risen to replace them? Maybe. It's a dice roll that didn't happen because CBS wasn't interested in taking chances.

We touched on Imus briefly during the show, but with such an abundance of topics we sort of took a "salad bowl approach," as Amitai Givertz, called it before raising several brilliant points, including the benefit of transparency for companies who are mindful of their messages. He also helped me frame my feeling about the show: If there is one good thing about salad bowls, it's that someone will always find something they like in them: lettuce, carrots, radishes, dressing, and even a few Garbonzo beans ... we talked about them all.

Likewise, Dave Manaster made several excellent contributions, reinforcing the idea that there is indeed another step: you have to know what your message is before you can shape it. He's also right that crisis communication is often reactive whereas strategic communication is proactive.

"If you don't manage your message, your message will manage you." — Richard Becker

Manaster reminded us that crisis communication is not the norm and helped move us in a direction that takes communication to an individual level. Communication management is also where Animal seemed most skeptical, likening it to a Big Brother approach or creating company shills. It's a topic I'll save for next week, much like I'll work up a more definitive definition of the difference between publicity and public relations.

A thanks also to Jason Davis, who asked about the monetization of blogs that I alluded to but hardly fully answered. Of course, this makes sense given our salad bowl discussion (I think that's funny). While some questions were answered, many more questions were raised that could not be easily answered in the confines of a single show.

Good thing Animal and I were shamed into a second show together, er, some day, to address his millions of visitors. With no bite marks to speak of and not a single silver bullet spent this time around, I survived to live another day. As for Animal, as I have said before, he has a real winner of a show. The program, which is available online, is one several great segments that not only cover but also transcend the recruiting industry. Kudos all around.

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Wednesday, April 11

Exploring Ethics: Social Media

I'll be writing a post show wrap-up that covers my experience on The Recruiting Animal Show tomorrow, but had another topic in mind for today in regard to ethics and social media. (Ironically, we touched on it briefly during the show, but already had a full plate of topics!

Kathy Sierra, author of the popular blog Creating Passionate Users returned to her blog on April 6 after taking a self-imposed hiatus because threats of violence were made against her over her blog. Although she is back, she says it will never be the same. I hope she changes her mind because I would hate to think that one bad incident, even as bad as that, would continue to have power over her.

However, that is not what this post is about. This post is about the new call for a code of ethics in social media that seems to have gained some traction out of this incident. Several bloggers have written, published, and posted about a new code of ethics for social media. While there is nothing wrong with this, I'm not convinced it is needed. (Make no mistake: death threats go well beyond moral decency and good taste and are NOT protected under the auspices of free speech.)

Yet, I'm still not convinced a new code is needed because several codes already exist within the fields of public relations and communication. If bloggers take the time to consider them, an entirely new code might not be needed. One can be found at the International Association of Business Communicators (IABC) and the other at the Public Relations Society of America (PRSA). Both are long established and thoughtfully written codes with some similarities.

As an accredited business communicator through IABC, I am partial to its code of ethics because the organization's principles "assume that just societies are governed by a profound respect for human rights and the rule of law; that ethics, the criteria for determining what is right and wrong, can be agreed upon by members of an organization; and, that understanding matters of taste requires sensitivity to cultural norms."

The code itself is based on three different yet interrelated principles of professional communication that apply throughout the world:

• Professional communication is legal.
• Professional communication is ethical.
• Professional communication is in good taste.

Recognizing this, members of IABC agree to engage in communication that is not only legal but also ethical and sensitive to cultural values and beliefs; engage in truthful, accurate and fair communication that facilitates respect and mutual understanding; and, adhere to the following articles of the IABC Code of Ethics for Professional Communicators. IABC offers 12 articles in all.

PRSA offers a different take on the subject, but the spirit, if not the verbiage, is virtually the same within the context of five member values: advocacy, honesty, expertise, independence, loyalty, and fairness. From these values, PRSA proposes several code provisions that are also worth consideration.

As I said, I am partial to IABC's code of ethics, but both have merit. So before bloggers and social media practitioners attempt to forge new ground, I suggest they consider one or both tried-and-true codes to serve as their own guides.

As for me, I do consider ethics with every post, even those that sometimes appear critical of others. In doing so, it is always my hope that people learn something, think more about their own communication, and attempt to be a beneficial presence wherever they might interact.

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Tuesday, April 10

Becoming New Media: NBC Universal

Beth Comstock is the president of Integrated Media, NBC Universal. She’s smart. In fact, she’s very smart.

I’m not just saying that because she told WALLStrip via Revver almost everything I’ve been telling people in private circles for more than a year, occasionally hinting about it on this blog (April 6 and Aug. 29), and dropping teasers elsewhere (places like Passion, People and Principles and Recruiting Bloggers.com) last month.

But, of course, those are only glimpses at a much bigger picture.

Perhaps I’m being a bit a more forward today because the time to move on digital media is now. It is so NOW that traditional media is already entering a transition phase to reinvent the broadcast industry. You see, they already know what other companies refuse to believe: digital media (and aspects of social media) is a sure bet to gain exposure and make money, er, if you do it right.

I know Comstock is right because we’re sitting on several content concepts and production models that can be customized and deployed for the right companies. (So far, we are in preliminary planning phase to help just one.) We also have a couple feelers out with people we like, but we’re holding back the whole picture for now. Contracts make me a bit more conversational. Ha!

Here’s the short version: under the umbrella of what we call “income marketing,” the investment to launch something does not have to be huge or time-consuming. Yet, it does have the potential to deliver a return on investment that exceeds the project investment. Right. Marketing with a profit margin.

To do it, the project has to be smart. Very smart. Comstock kind of smart. It also has to have the right content with the right content marketing (two things we’re very good at, with broadcast and publishing content development experience). It’s the kind of stuff that would be right for Wal-Mart or perhaps a competitor. But we see applications in several industries: recruiting, politics, and even one groundbreaking idea for the right broadcast company or someone who wants to start one.

The bottom line is that the future broadcast-Internet industry (or digital media industry) — thanks to the advent of smart technology from people like Apple, AT&T, and others — has a small window of opportunity for anyone. However, this window is much shorter than I originally imagined because of smart people like Comstock. It's only a matter of time before some smart people and companies fill the ever-expanding media deliver platforms that are coming into existence today.

You don’t even have to take my word for it. Take the word of Beth Comstock, president Integrated Media, NBC Universal.

“If you have great content … you’re always going to find distribution platforms.“ — Beth Comstock, Integrated Media, NBC Universal

Yep. She's smart. And she's someone to watch.

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