Bridging The Gap: Where Social Media Can Miss

Only one question keeps coming to mind when I read about the anti-critic sentiment expressed by the MyRagan team, the lack of communication and customer service that underpins Facebook, and (in contrast) the sending of flowers and the power of forgiveness. Is there any room for ‘high touch’ customer service in the rapid-fire world of the Internet or social media?

A few years ago, when I asked Curtis Nelson, president and CEO of Carlson Hospitality Worldwide, he certainly hoped so. He saw technology as a way to enhance guest expectations and the high touch service provided by hospitality employees.

“Information is an advantage, but informed decisions will depend on how much you know about your customers and how strong of a ‘high touch’ relationship they can establish,” Nelson said. “People make decisions (including purchases) based on emotion,” which is why customer service plays an increasing important role in terms of value and the profit of repeat customers.

In the hospitality industry, he wasn’t the only one who thought so. Virtually every executive I spoke to had the same message and similar warnings despite the fact that the hospitality industry was investing as much as 3.4 percent of its total annual revenue in technology at the time.

“Always remember, no amount of technology can provide guests an informed opinion,” offered Nicholas Mutton, then senior vice president of Four Seasons Hotels and Resorts.

Consistently, they all pointed to simultaneously increasing guest services and technology because they viewed such investments as a critical part of their and strategy of the operation. Now, a mere five years later, is it any wonder why hospitality continues to be one of the fastest-growing industries in the world.

Not only did hospitality have an ideal environment—one where more governments assist their tourism industries by consolidating efforts and collecting vertical and geographic buying patterns, trip motivations, and psychographic profiles (information made increasingly available because of technology)—but the best of them always remembered what so few seem to remember in the world of social media.

“Some things must remain very, very human,” said James Brown, then president of Rosewood Hotel & Resorts. “The last thing I would ever want to see at a concierge desk (for example) is a guest asking for a good Italian restaurant and someone looking it up on a computer. A concierge should know it — serving as the buffer between the technology.”

Given the advent of technology with social networks and various social media platforms, I can only imagine that those who remain vigilant in bridging the gap between high tech and high touch will be those left standing two or three years from now. In other words, once the excitement of something new erodes, the rush of new members begins to flatten, and the initial purchase based on emotion gives way to logical review, all that remains is the collective impressions created by the individual, firm, or company.

In the lead above, only one seemed to get it. For the other two, they might remember that as big as some companies or social networks might get, none is exempt from losing ground as fast as they gained it.

Advertising Conundrum: America Online

If you are still wondering why content is king on the Internet, even beyond blogs, consider that American Online (AOL) continues to lose ground after reducing its reliance on subscriptions and shifting to an ad revenue model despite having what once was the largest place to connect on the Internet.

So what happened? As made all too apparent by Miguel Helt in The New York Times on Monday, ad revenue alone cannot replace the splendor AOL once enjoyed as the darling of online subscription services. The Internet has changed and AOL changed too late.

What is not clear in the article is the true culprit behind the AOL slip. Its slow transition from subscription to ad revenue hastened the pace of member defection. Basically, its members left because it didn’t make sense to pay for advertising-infused services that they could get elsewhere. Then, as its members left, AOL had fewer numbers to pull down ad deals.

It has been a long time since I visited AOL (not counting yesterday), but I did two years ago. What I found made me realize my decision to leave was a good one. Chat rooms, once a core service offered by AOL, were overwhelmed with little lines of advertising and bothersome bots, leaving people to wonder if anyone was real. (Probably not. Real people were using Instant Messenger.) Hardly something worth using let alone paying for.

And that brings us to today. According to the article, the newest idea to save AOL is to re-engineer the site so its customers can choose various channels and services they like and then include them in their blogs, personalized home pages, or favorite social networking sites. (In other words, they still do not get it.)

“We are not trying to build yesterday’s portal,” said Ron Grant, president of AOL told The New York Times. “We are trying to build a network of sites that users can combine or do whatever they are most comfortable with.”

Where is the added value? When you consider our shiny new object syndrome that tends to sweep the Web every few months (or is it weeks?), our apparent desire to customize as opposed to accept package deals, our disdain for intrusive advertising (which AOL has built right into its new page layout), and our thirst for fresh content, AOL really is only offering yesterday’s portal today.

Look, the Internet is not hard to decipher. There are three distinct offerings that attract customers to any platform and portal (or even blog): exclusive content, exclusive products, or exclusive services. Google: exclusive services. eBay: exclusive products. The New York Times: exclusive content. Sure, there are other examples that can be plugged in and other ways to make an impact. For example, Southwest Airlines attributes $150 million in ticket sales generated by a widget.

Once you have exclusive content, products, or services, a growing number of members, subscribers, and consumers will follow. In time, this following will be more likely to pay for a product, service, or submit to some mysterious amount of advertising (assuming you have the right audience). Even AOL, once upon a time, had all three ingredients, which justified the subscription fee. For many of us, at least for a short while, it was also the only connection game in town.

But as the world grew up around the company, AOL's once exclusive services began to erode, its content became more generic, and its products were improved upon by others. Worse, its branding all but imploded under the weight of aggressive control and generic content, increasingly sophisticated customers, poor “user” service and cancellation policies, and an inability to leapfrog the competition.

Ho hum, if AOL wants to remain relevant today, it seems to me that it might forget trying to build a better mousetrap to be all things to all people. A better strategy would be to focus on the next bright shiny object. And, given the amount of space it has available, who knows? Maybe this shiny object could be solving the broadband limitation ratio of “many to 1,” which is the last known hurdle in true convergence between traditional media and the Internet.

Redefining Reporter Finesse: Steve Friess

The last time I saw Jerry Lewis, it was years ago and in passing at McCarran International Airport in Las Vegas. Most people didn’t recognize him because he’s an unassuming traveler. There was no entourage. There was no fanfare. He was in a wheelchair; the medication he was on at the time was less than kind.

He is good to his fans; it is not impossible to write him a nice letter and receive an autographed picture on request. He personally donates funds to the MDA and as most people know, he is the MDA national chairman and will be leading the Jerry Lewis MDA Labor Day Telethon.

But credentialed local freelance writer Steve Friess wanted to write about something different. So Lewis’ publicist Rick Saphire passed, mentioning that Lewis had a sizable fee unless the interview was related exclusively to MDA. Friess, in turn, wrote about his experience on his blog, which has since landed over at The Huffington Post.

Yesterday, Saphire was fired. Lewis agreed to the interview. His team noted that the fee was never intended for mainstream U.S. media, but merely an attempt to cut down on the number of international interview requests. Some celebrities, as you might imagine, could make a full-time job of doing nothing but interviews.

Most people seem to be celebrating Friess securing the interview out of the misunderstanding. In truth, it seems to me only Lewis handled this right. Saphire might have known the facts, which makes me wonder why he was on the payroll. Yet, Saphire wasn’t the only one mistaken.

As seasoned as Friess is, with by-lines appearing in USA Today and Newsweek (among others), he knows well enough that interviews are almost never so restricted. Our credits include the Los Angeles Times and The Denver Post, and we know it: a little finesse during an interview can go a long way.

So where does all this drama lead social media? When freelance writers cannot get the interview they want, is the appropriate action to publicize the rejection? I hope not. It seems brutish to me. Not to mention, the rejection seems to be getting a lot more mileage for Friess than the update. And, unfortunately, that comes at Lewis’ expense.

Simply put, Friess could have contacted the MDA publicity team, arranged the interview, and had a different experience all together with no harm done. Instead, it seems to me that he set out to teach the publicist a public lesson, and mirroring yesterday’s story, that seems to say a lot about his reporting style. It also seems to demonstrate once again that news creation is alive and well in Las Vegas.

Acting Big, Looking Small: Anchor Kim Wagner

Morning anchor Kim Wagner at Las Vegas NBC-affiliate KVBC News 3 lost her cool a few days ago and the whole world is talking about it after the local clip made it on to YouTube. Wagner, on live television, degrades a camera operator.

“I have a big problem. Whenever I’m out in the community,” Wagner comments, after crossing in front of the shot to adjust the camera's angle. “People say I’m so small.”

The show quickly erodes into accusations that the camera crew is responsible for how "big" she looks on television. She then likens herself to looking like She-Ra, Princess of Power, a reference to a character that is part of He-Man and the Masters of the Universe.

Even when morning traffic and weatherman John Fredericks attempts to lighten the moment, offering “we have the best crew in the world,” Wagner cannot let it go. She chimes in again to say: “We love Tyra (the camera operator), she’s just a little pissed at us right now.” Fredericks even asks if that is the word for the day (meaning the last word).

As mentioned before, messages that leave lasting impressions usually come from one of four places: what we say about ourselves; what others say about themselves (newscasters in this case); what others say about us; and what we say about others. Although Wagner says plenty about herself, noting that she has a complex about her size, the most revealing segment of this program is what she says about others and what those comments reveal about her.

After watching the clip, Wagner seems to be miss this concept. What she says doesn't say anything about "Tyra" and everything about Wagner. No, Wagner does not come across or look like She-Ra, Princess of Power, as much as she becomes a dead ringer for Skeletor, the arch nemesis of He-Man.

Although coincidental, this fits perfectly within the context of a discussion about maintaining an expert image. I mention there that experts do not have to be overly cautious about what they say, but they do need to be accurate, consistent (in presenting their own image), and sensitive to the values of others.

Wagner not only fails in demonstrating that she cares about her team (crew or cast), but she also comes across as being vain, egotistical, and mean-spirited, a complete contrast to how she wants to be perceived in public.

Worse, what would have once amounted to being a completely forgettable local blooper is now making its way around the world. Lesson for today: don’t act too big on camera (or online for that matter) or you may look smaller than you ever intended.

Changing Television: The Jericho Effect

“Thank you for your article from the set of Jericho. I was disappointed when I heard the show had been canceled. With well-developed characters and a compelling plot, it is not to be missed. Kudos to those involved in the peanut campaign for helping bring this addictive series back for season 2. Note to CBS: If you want to maintain viewership, stop killing story-line momentum by placing shows on hiatus for three months in the middle of their run.” — Natalie Payne (Mississauga, Ontario).

If Payne’s comment in the feedback section of Entertainment Weekly (Aug. 24) is any indication of the growing number of fans beyond the Internet, CBS might take notice. Not only do they exist, but their messages match those promoted by Jericho Rangers during the campaign.

It happens right here as well. We received about two dozen entries in our fan fiction contest after seeding it on dozens of contest sites. (Winners to be announced Aug. 31; and published every Sunday after.) But even more telling is that there isn’t a day that goes by when more Jericho fans seem to surface and find their way here, searching for the Jericho Season 2 schedule. And from here, they can easily find dozens of worthwhile Jericho links that line our posts. We are not alone.

The Hollywood Reporter has taken to calling it “the Jericho’ effect.” They say “TV bloggers came into their own as a force to be reckoned with this summer when their campaign to save CBS' canceled post apocalyptic drama* ‘Jericho’ became a triumphant success.” (*post-apocalyptic drama is not an appropriate description, but we know what might be.)

Just how much impact are TV bloggers and fans who have become disenchanted with the Nielsen rating system having? According to the article, they are influential enough that some television critics fear for their status if not their lives.

Seemingly overnight, networks now realize that fan engagement means better results than catering exclusively to the mixed reviews of entertainment writers. On this I can only offer that having been a reviewer for years, the industry needs to retool anyway. Sometimes, the remarks made are a bit sloppy, overly skewed toward personal preference, and often lifted right from the releases.

The Hollywood Reporter also notes that fans are attempting to lobby critics for favored comment (this is the price of semi-celebrity). And some fear fanatical fans and their ability to track them down (I hope that is not the case). Jericho is not the only show to see growing movements.

Teev Blogger reported last year that fans of Joss Whedon’s Firefly have been clamoring for more. Part of their wish is coming true. Multiverse Network has the rights to create a “massively Multiplayer Online Game (MMOG)” based on the TV show. Here is the latest news. Will it be enough? I don’t know.

Veronica Mars fans have a brand new site that says they want what Firefly got in lieu of a continued series — a full-length movie. Add to that a confirmation on the comic expected to be released by DC Comics in the late fall. Overall, the new movie campaign site seems be well thought out (though still under construction) with a nice summary of places to go for news.

Even Masi Oka (Hiro from Heroes) got into the act, reviving The Black Donnellys name when he made a quip about the show while giving critics a tour of an Irish pub: “This is where I go back in time and save The Black Donnellys.” While he meant to be playful, it does strike a chord. Although most people had never seen the show, everyone suddenly seems to know exactly what he is talking about.

Understanding Gumballs: From Trunk To Maltoni

If there is one secret to be learned after conducting hundreds and thousands of interviews, ranging from an emotionally exhausted mother staying at a Ronald McDonald House to billionaire Sheldon Adelson, it is that the success of any interview hinges on effective communication.

And, if there is any prerequisite to ensure effective communication, it is to see the interviewee as a person, regardless of any perceived labels — status, position, gender, whatever. The concept is simple. The execution is not.

For the past few months, one label that seems to have galvanized, if not polarized, online communities and bloggers is the most basic of all — gender. To this ongoing discussion in its numerous forms, I say gumballs.

Right, gumballs. You know what I mean. When we were all kids and could not care less about silly things like gender, most of us claimed certain gumballs were better than others — blue, red, yellow. We were all delusional. The gumballs all tasted the same.

The gender issue is much like that. It doesn't matter where it turns up. Last month it appeared on a post penned by the popular blogger Penelope Trunk when she abandoned career conversations in favor of sharing her perspective on her marriage, which quickly turned into a war of words about gender.

“So I’m going to tell you the truth about stay-at-home dads…” she wrote.

Not surprisingly, most of the discussion quickly descended into non-communication, with some claiming that any man commenter who disagreed was somehow invalid, if not sexist, because, well, they were men. Never mind that not all of them were men.

Ho hum. What most missed was that if there is a "truth" about stay-at-home dads … it is that there is no truth about stay-at-home dads. Just as there is no truth about stay-at-home moms. Just as there is no truth that accurately defines a good marriage, spouse, or parent. Just as there is no truth to any discussion that revolves around a label.

We saw the same descent into non-communication after Valeria Maltoni published her Top 20 PR PowerWomen list, which prompted Lewis Green to write his much discussed post, which questioned the validity of an all-woman list (he has since yielded and agreed to support it).

Before I continue, I might point out that I already commented at the The Buzz Bin and agreed with Geoff Livingston’s decision to support the Top 20 PR PowerWomen. However, I also understand what Green was asking, but think that he asked the wrong question.

In sum, it seems to me that Green asked whether any list segregated by gender, race, or ethnicity was valid. In other words, he may as well have asked if we group our gumballs by size or color, does that place the other gumballs at a disadvantage. Um no, they still taste the same.

But let's say he asked a slightly different question. Does the promotion of a label — status, position, gender, whatever — further erode the ability of people to interact as individuals without regard to labels (such as gender) or does it simply draw more attention to their differences as identified by such a label and breed resentment?

Well now, that depends solely on the gumballs who make up the group. In this case, there is no evidence that the Top 20 PR PowerWomen are promoting that pink gumballs somehow taste better than blue gumballs simply because they are pink, which basically means that the list is no more exclusionary than a Top 20 PR PowerPeople in the Washington D.C. Area list or a Top 20 Bloggers Who Own Red Socks list.

However, Green's question also illustrates why labels are tricky things. On one hand, humans have great cognitive capabilities, which includes processing large amounts of information by categorizing it by labels. On the other hand, if we are not aware of this process, we can become enslaved by it — either by subconsciously taking on stereotyped behaviors that are identified with a specific label or assuming other people will likely act like the labels that they are assigned.

The simplest truth is there are no typical women and there are no typical men. And if you approach either with the preconceived notion that they will react or respond to you as their label suggests they might, you will likely be disappointed. Worse, you could greatly increase the likelihood of label-centric non-communication.

In a different context, freeing us from the trappings of gender: there are no typical mothers to be found at Ronald McDonald House. And there are no typical billionaires. They are all people and each of them deserve to be treated with respect as individuals. Treat them any differently and you may as well argue that one gumball is better than another gumball, when we all know that they taste the same.

Telling Two Stories: John Mackey

"The District Court's ruling affirms our belief that a merger between Whole Foods and Wild Oats is a winning scenario for all stakeholders," said John Mackey, chairman, CEO, and co-founder of Whole Foods Market. "We believe the synergies gained from this combination will create long term value for customers, vendors, and shareholders as well as exciting opportunities for team members."

Yes, as predicted, U.S. District Judge Paul L. Friedman has declined to block Whole Foods Market Inc.'s $565 million purchase of Wild Oats Markets Inc. The judge ruled that it does not violate antitrust laws, leaving all speculation to whether or not the Securities and Exchange Commission will rule that Mackey's anonymous postings as the great masked “rahodeb” constitue a violation of securities laws or regulations.

While the reviews have been mixed, several media outlets gave Mackey a free pass despite some documents revealing that the deal could mean the closure of 30 or more Wild Oats stores as well as other details that seem contrary to the public image Mackey has portrayed over the years.

And therein lies the question. How far can Mackey go before he has completely eroded his concept of conscious capitalism? You see, before the controversy, Mackey was working on his book, The Whole Story, which he said would relate his business and life philosophies. And here is an excerpt from one essay that he requested comment on ...

In the early years of the 21st century, major ethical lapses on the part of big business came to light including scandals at Enron, Arthur Anderson, Tyco, the New York Stock Exchange, WorldCom, Mutual Funds, and AIG. These scandals have all contributed to a growing distrust of business and further eroded public trust in large corporations in the United States.

Mr. Mackey, as you so eloquently conclude in your essay ... When we are small children we are egocentric, concerned only about our own needs and desires. As we mature, we grow beyond this egocentrism and begin to care about others—our families, friends, communities, and countries ... I tend to agree. Yet, as much as these thoughts may have been welcomed, it will be exceedingly difficult to take them seriously as you add your own name to the list of scandals that have contributed to a growing distrust of businesses. And perhaps, therein lies the answer.

For while you have earned a pass from the media, forgiveness from the shareholders, beat the Federal Trade Commission, and may very likely survive the SEC investigation, it seems to me that you may have given up your opportunity to ascend to the rank of conscious business visionary. But hey, sometimes the price of winning costs as much, if not more than, losing. In this case, the price could very well be an entire legacy under the pressure of increasing scrutiny as the merger goes through. Indeed, brands are fragile things.

Turning Sweet 16: Copywrite, Ink.

“I don’t see the connection … it can’t be done … we don’t have time … we’ve tried that before … I can’t be bothered by those things … there is no value.”

And so goes the growing list of comments that some social media practitioners say they hear when they talk about social media. Are you surprised? I’m not. These communication killers have been around a long time. I don't expect they will be going away anytime soon either.

We’ve heard them often enough over the last 16 years, starting the day I founded our company with nothing more than a monochrome Mac Classic (yep, the one in the picture) and a fold-out card table set up in the kitchen of a one-bedroom apartment. It won’t work. It can’t be done. Nobody will take you seriously.

Sure, it wasn’t always easy. I’ve had some hits and misses along the way. But nonetheless, despite any naysayers, our company turned sweet 16 yesterday and I took time out to answer Eight Random Facts About Me after being tagged.

One random fact I didn’t share is that I have faith in underdog ideas: anything from social media as a viable tool to meet strategic objectives to the convergence of broadcast and the Internet. Everything from engaging consumers (like Jericho fans and Veronica Mars movie advocates) to encouraged consumer marketing.

Why? Because I believe well-grounded ideas that are backed by ample passion and persistence will work, provided they have the right message. In fact, in working with countless startups, the only good ideas that seem to fail are those where the "idea people" never perfect the message beyond the choir and/or give up before they do.

Social media is a great example. For the most part, practitioners have not proven its potential beyond themselves, possibly because they are too close to the source. This error was made apparent to me once again on Linkedin.

I asked “What is the one social media question that you feel has not been adequately answered by communication experts in this area?” Josh Weinberger, an independent writing and editing professional in New York City, was first out of the box.

”I'd like to see more coverage of how social media is enabling ‘regular’ businesses to conduct their traditional activities.”

His response strikes at the very core of where today’s social media advocates are going wrong. Web traffic? Page rank? Power lists? Social connections? SEO? Comment counts? Global exposure?

None of these hot topics resonate with 'average' businesses. So what we are seeing is that all too often, social media practitioners are providing second-tier and third-tier answers to a first-tier questions.

What can social media do for my business? It depends on the business. And here are a few examples:

• A professional practice (attorneys, accountants, medical practitioners, image consultants, etc.) can employ social media to expand and reinforce their expertise in the field. Blogs, in particular, move the conversations away from talking about ourselves and toward taking about what matters to our potential clients.

• A retail outlet can employ social media to communicate product reviews, shopping tips, and promotional events. If I were calling the shots for Wal-Mart, I would have already budgeted for an online home decorating show, which could help sell products as well as improve the company’s public image.

• An organization consisting of members can employ social media to reinforce online networking, promote upcoming events, and cover topics that are relevant to their membership without spamming their e-mail.

• A large corporation, such as a utility, can employ social media on an Intranet, encouraging departments to learn from each other and develop a consistent internal message prior to presenting rate cases.

• A recruiter could position themselves as an employment expert by not just talking about the industry, but by also developing a online publication that aims at providing tangible career advice to any industry in which they wish to specialize.

Social media may have changed the communication landscape, but it did not change the strategy behind it.

What is the situation? What is the objective? How will we achieve it? Who is the audience? What is the measurement for success? Unless we answer these questions, making sure social media programs are grounded in strategic communication, then all we are producing is entertainment.

Why is Copywrite, Ink. celebrating its sweet 16? Talk less. Ask more. Because if I have learned anything it is that when you ask the right questions, you can gain deeper insight and provide much more meaningful information.

Savoring Originality: Social Media Patrons

Kerry Simon is not as well known as Wolfgang Puck or Emeril Lagasse. His restaurant at the Hard Rock in Las Vegas, Simon Kitchen and Bar, will never boast a billion served like some fast food chains. And yet, you might find Mick Jagger, Paul McCartney, George Clooney, or any number of other stars enjoying what he calls casual American.

Even more astounding, you don’t have to be a star to get great service and enjoy an atmosphere that is similar to the menu — causally gourmet with a twist of modern imagination.

On one visit, Simon even took my surprised son into the kitchen to make cotton candy (gratis). On another, after not visiting for months, one of the servers remembered our drinks.

The food is remarkable; the meatloaf (his mom’s recipe) is the best anywhere; and despite earning the title “celebrity chef,” Simon is as approachable as ever. Is it any wonder, after the restaurant My Way (yes, Paul Anka was a partner) closed years ago, that Simon Kitchen and Bar became my personal favorite in Las Vegas?

Social media, blogs specifically, are much the same way. They are like restaurants, an analogy that came about last week when Geoff Livingston (The Buzz Bin) and I were having an open weekly discussion at BlogStraightTalk about content vs. connections. He referenced Robert Scoble’s post that theorizes blogs are dying.

Scoble’s observation concludes that “my friends who blog are NOT A-Listers are seeing their traffic go down (although Scoble’s is down too) … I theorized that was due to social networks like Facebook, Twitter, Jaiku, and Pownce’s rise.”

Last week, I ran an unscientific poll based on the analogy between restaurants and social media. Fifty-one self-selected respondents (mostly bloggers) revealed enough to hypothesize a new theory.

Considering only 16 percent included Facebook, Twitter, Jaiku, and Pownce as places they go most often, it seems possible that Scoble infused his personal preferences into his theory.

Much more likely, it seems that competition from new and increasingly savvy bloggers as well as content shifts among some established B-List blogs are the reason that some of Scoble’s “B-List” friends are seeing diminished traffic. I’m not surprised.

Increased Competition. People can only keep track of so many blogs so as A-List and established B-List bloggers become more entitled or formulaic, readers find new favorites. There are more new blogs than ever before and some of them, despite being new, are better than the established.

Content Shifts. Once some established B-List bloggers are accepted by A-Listers, there seems to be a propensity to shift their content toward A- and B-List coverage as opposed to new ideas. This is where the term social media “echo chamber” came from and it is not likely to go away anytime soon.

Limited Conversational Service. As bloggers become more established, many have a tendency to hang out in the back room more often (or spend more time as quick service restaurants trying to promote pass through traffic). They become too busy to answer comments, other posts, or make new associates because the weather seems fair.

Given these three points, is it any wonder that the vast majority of bloggers and people who read blogs (but do not blog) seem to be looking for up-and-coming Niche Restaurants (B-Listers/67%) and Undiscovered Back Alley Bistros (C-Listers/57%). Is it any wonder that almost half visit places like BlogCatalog.com, StumbleUpon, and YouTube (41%), all of which continue to see increased traffic, to find these non A-List establishments?

What does all this mean? It doesn’t mean blogs are dying. It means that it might take a little more magic than simply serving A-List leftovers or quick fixes in the form of 140 characters. Sure, Facebook, Twitter, Jaiku, and Pownce can be used to serve a purpose, but that doesn’t mean you should abandon your purpose.

If you want a great blog, make your own blog. Whereas companies and professionals are best served by using social media as the 5-in-1 tool to help meet specific strategic objectives (we can help too); independent bloggers might liken it to opening a new niche eatery as original as any chef opening a new restaurant. If people like what’s on the menu, they’ll be back. And if they don’t come back, maybe it’s not because quick service is in fashion. Maybe it's your menu.

Surviving US Airways: Social Connections

“…the surprising ease in which our brains interlock, spreading our emotions like a virus.” — Daniel Goleman, author of Emotional Intelligence and Social Intelligence: The New Science of Human Relationships.

As a writer and creative director, especially in the fast-paced profession of advertising with always urgent deadlines, I've understood the general concept of what Goleman calls social intelligence for some time.

I sometimes use it to remind account executives and others that negative reinforcement might teach mice to press bars for cheese, but it never did anything for creativity or teamwork. The designers will beat the deadline, I tell them, provided you stop asking them if they’ll meet it.

Emotions are like viruses. And communication is the way it spreads.

Being keenly aware of this, long before reading the first page of Goleman’s book (I picked up at the airport, where I was stranded, the morning after), perhaps it was easier for me not to succumb to the plague of negativity — worry, fear, anger, rage — that swept through the terminal the day before.

Instead, I focused on making alliances with like-minded people who seemed unaffected by the social disease caused mostly by US Airways employees. While I could have tuned it out as an observer, I opted for an inoculation of sorts, creating positive social connections that can make all the difference when you are destined to perform a mini-repeat performance of Tom Hanks in the movie The Terminal.

“That’s based on a true story,” insisted Stephan (from Sweden), who was stranded on his way to Dallas. (I didn’t know it, but he was right).

“I don’t know what you’re talking about,” said Christina (from Germany), who was on her way home after studying at Duke University. “I never saw the movie.”

While our group originally numbered five in line, it was the three of us who spent the most time together, passing the evening hours in an airport bar that was packed with marooned passengers. For a few hours, communication was effortless as we traded observations about our respective cultures, ranging from Christina’s choice to study law in America or Latin in Europe and how the Seventies-spun infamy of the Dallas Cowboys cheerleaders is ever-present abroad to the growing Swedish presence in American hockey and why some Europeans think Baywatch exemplifies the American experience.

I’m thankful for these spontaneous friendships. It proved helpful when we waited in line together and even more so before heading off to find our respective sleeping arrangements — some empty terminal benches (some passengers flipped them on end to make temporary beds). Sure, there are plenty of tips I could pass out to help people deal with such a crisis, but the best advice is to seek out positive people (not those who want to focus on the horror of it all).

Had the US Airways passenger service agents known this, they too may have been better equipped to face the long line of rightfully concerned passengers who heard that the airline would offer no redemption whatsoever. Hmmm ... imagine how different it could have been had US Airways personnel at least understood that their communication had a greater impact on the passengers than the cancellations. Or that even the simplest service plan could have helped.

Demonstrate Empathy. When you have a 40 percent delay rate and 4 percent cancellation rate like US Airways, it might seem easy to shrug it off as another “here we go again” situation. However, passenger service agents need to appreciate that cancellations are not ordinary to passengers.

Draft Consistent Messages. Even my partner, who attempted to connect with the 1-800 number from home, noted that after speaking with four people, each of them had conflicting messages and none of them were told what I was told on scene (which was different from what other airlines told passengers for that matter). A consistent message — we will get you to your destination and, more importantly, we care — would have went a long way.

Create A Crisis Team. Two or three people serving stranded customers in a bank line model does not work. US Airways could have used personnel who were obviously not checking people in on these flights to assist. Even a 4-person team could have provided a better structure: two on the counter; one to assist off counter (calling for updates, gathering hotel availability, etc.); and the one to handle special needs, eg. parents who needed their baggage, which contained their baby’s formula (baggage could have tracked the bags before the family went down to claim them).

Offer Pre-Counter Service. Rather than allow a passenger service agent to walk the line and discourage passengers; the employee could have told passengers what to expect, letting them know that they were being booked on the next available flight; that it might be late tonight or tomorrow morning; that if they want to change flight plans, need baggage, or have other needs, fill out a form so they can assist expediently; and for those spending the night, they would receive an updated list of hotels ready to accommodate them.

Provide Real Guidance. Given the frequency of cancellations due to, um, "weather" in Philadelphia, US Airways could have easily produced a working list of area hotels based on rates, proximity, and availability, making it easier for passengers (even if the airline refused to pay for them).

Expedite the Line. Four-and-a-half hours (some waiting even longer) is too long when the "return on wait" is negligible or negative. Studies prove long waits are more bearable only if customers can see superior service ahead of them. Since our plan already provides passengers information before they reach the counter, passenger service agents could have fine-tuned their communication, saying “we have booked you on this flight, which means you may want to stay at this hotel tonight at this rate. If you want to change your plans, need your bags for medical or other reasons, or if you have additional special needs, this agent will assist you over here.” Move them forward. Put them at ease.

Simple. Easy. Effective. Empathetic. At minimum, it would have been better than. Instead, the only communication besides a few discouraging employees was a fifth generation photocopy that began “The entire US Airways team sincerely apologizes for this disruption to your travel plans.” It was disingenuous at best and communicated the exact opposite at worst. Frankly, the letter US Airways passed out last week created more negativity than no letter at all.

If anything, it reinforced the only semblance of a consistent message that US Airways seemed to have for the passengers stranded in Philadelphia: “Ha ha! We’re blaming the weather for the cause of every cancellation tonight. You are on your own and I wish you would just deal with it on your own because I’m going home in an hour, and you're not. We just don't care.”

Stranding Passengers: US Airways

You can always tell the true quality of a company by how it handles a crisis, big or small. I learned a lot about US Airways, which became the fifth largest carrier in the United States after merging with America West this year, while I was stranded in Philadelphia on my way to New Haven, Conn. last Thursday.

At least 20 flights were cancelled for “weather” and US Airways in Philadelphia quickly buckled under the strain of wayward passengers. It didn’t help that the customer service line was staffed by only two or three people to assist a line that spanned several city blocks.

Adding to the confusion was one US Airways passenger service agent who, instead of assisting passengers, attempted to convince them to get out of line and rebook their own flights by calling a 1-800 number.

“I’m not telling you what to do,” he crowed, attempting to relieve himself of any and all accountability. “I’m telling you what I would do.”

But then he would return every few minutes, berating those passengers who took down the 1-800 number in desperation or politeness but were still unwilling to relinquish their position. (Some didn’t leave the line, simply because the agent lacked credibility.)

For me, there was only one reason to stay. While leaving Las Vegas, the Transportation Security Administration agents had mishandled the tray that contained all of my personal electronics. While my laptop and camera survived, my cell phone was less fortunate — split at the seam, with all audio functions rendered inoperable. Text messaging my way out of being stranded proved futile beyond notifying those expecting me that I might not make it.

As it turned out, staying in line for more than 4 and a half hours proved to be the wiser decision anyway. I was given a new boarding pass, allowing me to enter or leave the airport (other passengers were less fortunate the next morning). And, while waiting in line, the airlines had booked me on what they said was the next available flight to New Haven (about 9:30 a.m. the next morning), arranging for my baggage to be checked through on the same flight.

I also to learned that all the airport hotels were booked full, making it futile to do as the agent suggested. So rather than spending the night at the very accommodating Omni New Haven Hotel at Yale as planned, I would be semi-sleeping in Terminal F at the Philadelphia International Airport.

“If I were you, I would give up on alternative flights and make plans to stay in Philadelphia,” the customer service agent had said. “Get out of line, get your bags at baggage claim, and find a hotel. You’re not going anywhere tonight and there are no guarantees that you’ll be getting out tomorrow either.”

There was another benefit to not listening to him or several other customer service agents who may have had the façade of knowing what to do, but proved just as confused as the passengers.

The 1-800 number they handed out was overloaded with calls and frequently disconnected. If you did get through, there was a possibility you would override your status on the next available flight. And, there was another 4-hour mass of people attempting to retrieve their bags in baggage claim, ranging from parents who ran out of formula to seniors who packed enough medication for a delay but not enough for what could be a day or two.

Even more perplexing was the sheer lack of empathy for passengers. Some service agents taunted them with looks of amusement, noting to each other that they would be headed home in an hour or thank goodness they had to check in departing flights that were apparently unhindered by “weather.”

Given that 34.14 percent of all America West dba US Airways flights were delayed and 2.29 percent were cancelled in 1997 (39.07 percent delayed and 3.08 percent in Philadelphia), weather is often the explanation for the airline, but seldom the cause. More likely, US Airways has adopted the America West approach to air travel, which means it lands and takes off at the airport as “space is available.”

In fact, the US Airways crew was so used to delays and cancelled flights, they handed a pre-written letter to passengers after the first three hours. While it might have read “Once again, we wish to extend you our sincere apology, and trust that you will consider the unforeseen nature of the cause of this travel interruption and understand our team will work as quickly as possible to assist you with your new travel plans,” the real message was the medium: it was a fifth generation photocopy with a 1-800 number written in by hand. It also said, though not in writing, don’t expect credit, hotel accommodations, or meal per diem tonight.

I did not, but what I did expect was some semblance of customer service. And since US Airways seems incapable of mapping out an appropriate plan of action when such instances occur almost 40 percent of the time, I’ll post what they could have done tomorrow as well as how I, as a passenger stranded overnight in an airport, managed to avoid succumbing to the chaos and growing negativity caused by not the passengers as much as US Airways personnel.

Yes, I managed to maintain a smile even when my luggage wasn't waiting at the New Haven baggage claim as promised. My cousin's wedding, the only reason to be in New Haven after everything other reason had to be cancelled, was now only six hours away.

Mixing Messages: CBS To Jericho Fans

On one hand, CBS is doing everything right with Jericho (although seeing a corporation encourage what started as a hip fan-based “Jericho Digg-a-thon” is a bit out of the ordinary). On the other hand, CBS went with an exhibition game featuring the Bills vs. Saints last night.

While there is nothing wrong with that (football is big bucks, even in preseason), it rightfully raised the dander of some fans. The reason? Miscommunication or a lack of communication all together.

When you have several thousand fans promoting a show at a set time every Friday night, they feel kind of silly when their friends call them, e-mail them, or twit them back to ask “What show?” It’s not the first time this week someone noted CBS seems to have two messages…

“We want them to watch at 8 o'clock," Nina Tassler, president of CBS Entertainment, told The New York Times. “And we need them to recruit viewers who are going to watch the broadcast."

“So at the end of the day, as long as I'm getting paid for it, I don't care whether you are watching CSI on CBS at 9 p.m. on Thursday night, on your DVR, if you are getting it on Amazon.com, or CBS.com,” said Les Moonves, CEO of CBS, Inc. to The New Yorker's Ken Auletta three days later. “So once again, the distinction, you are still watching CSI.”

Wow. If that’s true, then Jericho fans have a lot more leverage than I imagined. If that’s true, then Jericho fans are almost certain to have a third season. If that’s true, then “if” seems to be the operative word when it comes to Jericho.

Sometimes people seem unsure about my suggestion to develop consistent messages from a core message system that resonates throughout a company and then outward through various audiences, regardless of the company’s size. But the quotes above provide the reason. CBS cannot be dependent on the Nielsen ratings and free from it at the same time. Can they? And here I thought quantum physics was more likely to be found in Eureka.

There are six days left to enter Copywrite, Ink.'s contribution to consumer-generated Jericho buzz:. The free “Expanded Universe Short Story Competition” entry deadline is Aug. 17.

Targeting Jobs: Daniel Lyons

Originally, I was going to pass on The New York Times outing Daniel Lyons, a senior editor at Forbes magazine, as the infamous fake Steve Jobs blogger. It was already covered ad nauseum and, with John Mackey still in focus, I wondered how many anonymous blogger stories might be too many.

But then, The Buzz Bin highlighted Todd Vanhooser’s comments that cut right to the chase. They clip some of the very best quotes from Lyons during an interview with Sam Whitmore, circa 2005. Back then, Lyons had all but admitted to a bit of a jealousy over bloggers.

"[Bloggers] have a lot of power, and a lot of companies ... live in fear of these guys." Why? Because there are no rules of engagement like there are in the MSM, Vanhooser summed the Lyons interview.

Rules of engagement for mainstream media? If Lyons felt stifled as a reporter, he might have tried a different publication or professional designation (op-ed writers and columnists have more fun). But then again, his plight hints at where mainstream media sometimes goes off the beaten path and leaves the public looking for online content.

You know, originally, there were only supposed to be two rules of engagement for journalists: tell the truth and shame the devil.

Everything else is a much more recent invention, including the need for two sources on every occasion (even when hard evidence is in hand). In fact, most of the new rules — full disclosure, source verification, not really “off the record” solicitations, etc. — were largely overreactions to the few who damaged the reputation of the many, and the overzealous ridiculing of public figures who demanded that journalists abide by the same rules they prescribe.

Fortunately for Lyons, the media is in an anonymous poster joking mood. Hee hee. Ha ha. Mackey, Lyons, Jessica Carter (the anonymous Capitol Hill sex blogger). Aren’t they all cards?

Look, I don’t think Lyons had an agenda against Jobs (like some anonymous bloggers seem to have against their targets). It doesn’t appear he had any malicious intent. And it probably didn’t hurt Jobs or Apple at all. It’s not even really fair to draw a comparison between him and Mackey or Carter.

However, he raises an interesting question. When you can no longer trust the people who were once charged with protecting public interest by telling the truth (as opposed to two sides of the story), who can the public trust?

Rolodexing Disaster: Facebook

Ever since Robert Scoble declared Facebook the new Rolodex, everybody has been giving it ample attention. Forget the “bright shining object” syndrome that seems to have overtaken social media; when Scoble talks about Facebook and the end of e-mail, it reads like social opium with no thought necessary.

Well, he’s wrong. Facebook will never be the new Rolodex and e-mail is here to stay. Why’s that? Two words: Harry Joiner.

Joiner is a leading e-commerce recruiter who writes the popular Marketing Headhunter blog. He used the Facebook UI to “slurp up” contacts in his Gmail address book (all 4,600 names) and then sent them all Facebook invitations (much like similar platforms). He was banned for it without warning.

Plenty of people have weighed in while I’ve danced around the issue for a few days. Marketing Headhunter has captured most of those comments right here. So, there isn’t much more to rehash, except one thing.

Since Joiner is not allowed on Facebook, what good is Facebook to me if he happens to be in my Rolodex, electronic or otherwise?

Do I keep a second Rolodex just for Joiner and anyone else who happens to be banned without warning? Or what if I trust Facebook to be my new Rolodex and they decide to ban me? All my contacts will be lost, gone, stolen away?

Look, there really isn’t anything wrong with trying out the newest shiny object in social media. (I only do it out of self-defense because some clients have questions after Scoble and company make outrageous claims.) However, all of this reminds me of the stock market in the 1980s. Every stock seemed hot because the economy was hot. A few years later, we quickly learned that not all hot stocks had value. Neither do all bright shiny objects.

Maybe it’s time for boiler room shiny object brokers to have a reality check before they cause a bust.

The truth is that most (not all) social media folks only talk up the services they excel at because it makes them feel good to be on the leading edge of something, anything, and everything. It is not prudent to trust one online service application with all your contact information nor is it prudent to attempt to gain a foothold in all them all. Most people (even business people who aren’t ignorant or whatever social media experts call them) are still learning their way around e-mail and Google let alone knowing anything about social media beyond MySpace teacher scandals. And, as much as Scoble has something to lend, sometimes he cannot see the forest for his focus is on the trees.

As for Facebook, there is nothing wrong with it when it works as a social network in the fast-growing bubble of all social networks. But it seems to me that there is something wrong with it in its terms of service, enforcement policy, and its inability to see that it has created a minor crisis that will continue to grow as more members are banned without reasonable explanation. My Rolodex? I think not. Another tool? Maybe.

Driving Brand: McDonald's Corporation

It seems Coca-Cola has some proven company in breaking through the brand clutter. McDonald's, with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day, has struck the neuroscience nerve.

Carrots, milk, and apple juice all taste better to preschoolers, ages 3-5, when they are wrapped in packaging that sports one of the most familiar brands in the world. At least that is what they found in San Mateo County, Calif. when 63 children were given the same foods. The only difference was the wrapper.

The impact is amazing, but it is the age at which this brand embeds itself that is extraordinary (and perhaps a little bit frightening). The research appeared in the Archives of Pediatrics & Adolescent Medicine and funded by Stanford and the Robert Wood Foundation and it was picked up by the Associated Press yesterday.

In a prior experiment, the researchers demonstrated that even a single exposure to a television advertisement affected preschool children's brand preferences. This study found that the frequency of eating at McDonald's was not the only influencer. The number of television sets in the household also played a factor.

This doesn’t surprise me. All of us, but children in particular, respond to visual and audio stimulus as if it were real whether we admit it or not. In other words, what we see on television has an equal chance to impact our decisions on a subconscious, if not conscious, level (assuming the writers and producers know what they are doing).

Founder Ray Kroc knew what he was doing. He not only raised the bar on the principles of quick service standardization, but also forever linked the idea (if not the practice) of quality, cleanliness, service, and value to McDonald’s name.

“If you work just for money, you'll never make it, but if you love what you're doing and you always put the customer first, success will be yours.” — Ray Kroc

Although some may argue not all local franchise owners measure up to Kroc’s vision, it doesn’t matter. McDonald's spends more than $1 billion dollars in advertising per year. That’s a whole lot of positive impressions.

Fun fact: Our first regional television script was written for McDonald’s in the early 1990s. It was part of a regional campaign to determine which of the “Arch” burgers would be introduced nationwide. While the “Arch Deluxe” won, the “California Deluxe” beat out Big Macs in some markets. McDonald’s has one of the strictest shot standards in the quick service industry; no one is allowed to actually “eat and chew” food on camera.

Serving Diversity: From Mauler To Social Media

While this analogy of social media to the restaurant industry is not the first step to develop a social media mix as an extension of your business strategy, it does illustrate something that public relations professionals, marketing experts, and so-called celebrity A-list bloggers sometimes forget. As a whole, the blogosphere isn’t all that different from the restaurant industry. There are different strokes for different folks. The model of success for one might not work for another.

Yesterday, I shared some wisdom from two Mobile five-star restaurants. You might have noticed that neither of them said anything silly like you have to have duck on the menu. So today, I thought it would be fun to share some insights from another favorite celebrity chef of mine; someone who knows something about diversity and shares something in common with me.

Gustav Mauler has owned successful several restaurants (I’ve reviewed a few over the years). Currently, he operates Spiedini, Sazio, and Gustav’s Cigar Bar, each of them a little different. When he received a Las Vegas Chamber Community Achievement Award in 2002 (an honor we share), I asked him for five quick keys for success.

Gustav Mauler’s Five Keys For Success

1. Love your profession.
2. Cater to your guests — continually improve systems to consistently exceed the customer’s expectations.
3. Run your business with integrity.
4. Share your talents through education.
5. Give back to the community.

He didn’t say open a cigar bar or why gorgonzola works with spinach salad a little better than parmesan. Some of the fine bloggers at BlogCatalog seem to get it. I asked them what kind of restaurant is your blog and their answers are as diverse as you might expect. You can see them all in the discussion string (highly recommend), but here are a few highlights with their descriptors up front:

• A tea room (Thrift Shop Romantic.)
• A basement coffee shop (Tetsujin’s Blog.)
• A pet-friendly eatery (Pet Friendly Travel.)
• A roadside diner (Agents Don’t Do Housework.)
• A Norwegian “special bite” (Chiamimi.)
• A Willy Wonka chocolate factory (Eavesdrop Writer.)
• A local café (Apathetic Lemming of the North.)
• An ice cream parlor (Daisy The Curly Cat.)

There are many more choices for sure. But what about the public? Are people only interested in celebrity chefs or quick service twits? Let’s find out. Vote for the broadest social media dining styles that represent where you’re likely to go most often. You can pick multiple choices, but only vote once.

Feel free to add your own dining “descriptor” and (include the html text only as results vary) in the comments. I’ll revisit this issue sometime next week (after the poll closes). Sure, this is hardly scientific, but I have a few theories in the works.

Dining Out: Recipes For Social Media Success

After eating a late lunch at Claim Jumper yesterday, neither my son nor I felt all that well. As a former dining reviewer, it wasn’t hard for me to figure out that the food had waited too long on the hot plate before service; the same experience two other guests complained about before departing in a huff.

Social media can make you feel the same way sometimes. Undercooked entrees, poor service, or unrestrained comments leave you wondering why you dropped by to sample the menu (if there is one).

After following a link to Robert Scoble talking about the death of blogging (hat tip to Geoff Livingston’s take on content vs. contacts at BlogStraightTalk), I felt like I did after eating at Claim Jumper.

Sure, I like Scoble’s blog, but lately he seems to be serving up a different dish than what attracted me to begin with. And he hasn't been all that kind to some patrons either. As a “celebrity chef” of blogging, he might know better.

Rather than berate the point, maybe it would be more useful to remind everyone that like restaurants, there are several different culinary styles to social media. Whether you want it served up like fast food (social networks), hole-in-the-wall (undiscovered C-listers), established favorites (B-listers) or something gourmet (A-listers, while they are A-listers anyway), you can always find what you are looking for (and some days you want one more than the other).

But regardless of what kind of blog you have (ancient wisdom, tech and trendy, or fast and frenzied), the best bloggers, no matter what list they are supposedly on, always underpin what they have with some common sense. I could list a hundred or so who do it right. But rather than do that, I’ll share what Julian Serrano, executive chef at Picasso (Bellagio Hotel and Casino), and David Renna, then general manager at Renoir (The Mirage Hotel and Casino) shared with me when their experiences became the first Las Vegas restaurants to earn Mobil Travel Guide’s prestigious five star rating.

Julian Serrano, Picasso (2000)
1. Everyone must work hard and work together as a team. Everyone must think the same.
2. Everything must work together—the service, décor, and location—in order to give guests the best gastronomic experience possible.
3. You must have the best quality produce and products available. Nothing less will do.
4. Make each guest feel special and important.
5. You must provide good service, good food, and a good overall dining experience.

David Renna, Renoir (2000)
1. Surround yourself and your staff with the most talented people available.
2. You must have commitment from every member of the staff, whether it be the chef, waiter, steward or manager.
3. While it can often be a difficult and expensive task, producing the finest ingredients and wines from around the world makes a tremendous difference in the overall presentation and experience.
4. Service must be professional, and above all, personalized.
5. Every evening, every table, every guests. Create a seamless and hopefully flawless dining experience.

Now that is five-star dining (no wonder why I sometimes miss the assignments). And, not surprisingly, it also happens to be the recipe for social media success — surround yourself with talented contacts, make sure everything is working together, always provide the freshest ingredients, infuse some original content and ideas from around the world, and personalize the experience for guests as much as possible.

It seems to work. So much so that just like most restaurants, the ability to stay on top wth five stars (regardless of seating capacity) has a lot to do with serving substance over flash in the pan.

Going Viral: From Soflow To Jericho

BusinessLine recently published “Why Viral Marketing Fails" that represents some business backtracking on the concept of consumer marketing. It was reposted by Charles Cook as "the lights were going out" on the Adrants' Solfow forum.

Of course, Soflow wasn’t really closing as much as it was morphing into Wis.dm. but the viral “closing” campaign seems to have been more successful for other networks than Soflow. Competing networks quickly offered up they were sad to see it go but were happy to accept its refugees. This left Soflow inc.’s new platform with fewer members than if it had not mismanaged its message with the hope of going viral.

But can the misfire really be pinned to the concept of viral marketing? Is it really true that most consumer marketing campaigns are destined to end up with a whimper? BuisinessLine seems to think so as the article questions everything from the name “viral marketing” to the very “ethics” of it. Yawn.

Any time viral marketing (though “consumer marketing” does sound better) fails, the failure can be traced back to a flawed strategy more easlly than a flawed concept. You see, the best consumer marketing — the kind that Hotmail originally used to become a success story — cannot be “forced” upon an unsuspecting public. For marketers, the simplest solution is to have a plan B in the event the viral plan A doesn't work.

Even better, if you’re lucky, consumers might kick off a viral campaign and all the company needs to do is nurture it. The question isn't how this happens as much as how it is happening. One of the best consumer success stories currently in progress is the once cancelled, now resurrected television series Jericho.

CBS never asked for a consumer campaign; the consumers did it on their own. The long and growing list of consumer marketing credits now include: Shaun OMac’s BlogTalkRadio show, fan-generated Web sites like Jericho Lives; forums like Jericho Rally Point; and Radio Free Jericho; an upcoming J-Con convention; fan groups like Jericho Coalition; and blogs like Jericho On CBS, The Jericho Bulletin, and Jericho Monster.

Jericho Monster, hosted by Jane S., demonstrates why consumer marketing works: it has a strategy driven by common sense. Without mapping it out like a communication consultant or marketing guru, her blog(s) have an unwritten work plan. Here’s a thumbnail of what she is doing (based on observation and not any formalized plan):

Objectives
Introduce non-viewers to the show.
Educate fans how to do the same.
Increase viewers for Season 2.
Tactics
Launch multiple interlinked blogs.
Make connections across the Web.
Expand the content to increase interest.
Early Results
Growing presence beyond Jericho fans.
Increased blog traffic driven to Jericho site.
Expanded content that caters to diverse interests.

It’s smart. And it demonstrates the best of consumer marketing. Through it all, CBS and Junction Entertainment have been increasing their efforts to assist the fans without attempting to “control” them or the proliferation of their content. On the contrary, they have taken to praising it (the image above, framed by a CBS Jericho widget border, is one of several created by Jericho fan Rubber Poultry), linking to various blogs and forums, and offering widgets fans to add anywhere they like online.

At this rate, Jericho stands to have a sensational return for its short-run seven episodes next season. And if it proves successful, it seems very likely that it will be on the verge of a complete renewal.

There isn’t any mad marketing genius behind what is becoming a viral phenomenon — just fans with a sense of passion and purpose. That’s true for all consumer marketing. It’s less about gimmick and more about allowing something to catch consumer interest. And, if that doesn’t work, you might be best served to have a plan B.

There are thirteen days left to enter Copywrite, Ink.'s contribution to consumer-generated Jericho buzz:. The free “Expanded Universe Short Story Competition” entry deadline is Aug. 17.

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.

Designing Sky: EarthJustice.org

Maybe it is because I'm working on a Web site for a company that is introducing a best available technology for concrete slurry recovery (mixer washout), but a few environmental campaigns have recently stood out to me. One of them, Adopt the Sky, which was launched by EarthJustice.org, adds a new twist on petition signing.

The Adopt the Sky campaign asks people to sign a petition that calls for the Environmental Protection Agency (EPA) to strengthen ozone standards beyond the new levels introduced on June 21.

From a communication perceptive, what struck me about the petition is that it is set against the backdrop of a blue sky with bright green washers floating at various fields of depth. When your cursor rolls over one of them, it turns orange and a speech balloon pops up with one of the petition signer's personal messages.

For example, one might say "Heather B adopted sky over DC on 08.02.07: It's the least we can do." Currently, there are more than 16,000 disks and messages featured on a free-flowing petition.

It works because the design complements the message as an extension of the overall strategy. The best messages usually do. Currently, advertising is trending toward increasingly outrageous messages in every medium with businesses (or their agencies) sometimes forgetting that runaway creative ideas sometimes get carried away to the point where they drown out the real message.

If you have ever seen an advertisement that was funny enough to tell a friend, but you could not remember whose advertisement it was, then you know what I'm talking about. In contrast, the Adopt the Sky campaign keeps it simple with an interesting, free-flowing design element that complements its message. I've seen the technique used on the Web before, but this one works especially well.

Yesterday, I also received another indication that EarthJustice.org knows a little something about communication ...

"We are so sorry! We just sent an email to you thanking you for signing our petition on the AdoptTheSky.org site.

But we messed up ... we mis-matched your email address with
someone else's name! We are correcting the information right
now. And don't worry - your personal information is protected.

Thanks for your patience. By the way, you can still tell your friends to 'Adopt the Sky' (link inserted)."

Sometimes, demonstrating you can make a mistake without taking it too seriously can have a greater impact than the original message. While a follow-up e-mail like this won't work for everyone, it does work for them.

In closing, allow me to add that this post is much more about communication than environmental policy. If you are interested in environmental policy and this petition, I fully encourage you to explore the various arguments before signing it (like any petition).

If there is one critique about this campaign: much of it reads as if the campaign is supporting the EPA. It is not. This petition supports the organization's position that the EPA fell short on June 21.

While it seems clear to me that most people understand it is in our best interest to protect the environment, most of the debates generally polarized over the pace in which we protect it. And that is something to always keep in mind.

Silencing Crisis: Whole Foods Market, Inc.

There is something to be learned from Whole Foods Market, Inc. (WFMI) beyond its back to school nutritional program. Sometimes silence can be a golden as a July Pippin'.

That's what you'll learn if you visit John Mackey’s blog today. All you will find is silence. The CEO of Whole Foods left his last message, directed to shareholders, on July 17…

“A Special Committee of our Board of Directors' is conducting an independent internal investigation into online financial message board postings related to Whole Foods Market and Wild Oats Markets, Inc. (OATS). In light of this, it is in the best interest of the company to temporarily hold off on posting on my Company blog. The ability to post comments to this blog will be disabled during this time as well. I look forward to resuming our conversations and plan on being in touch with you again soon.”

He will. There is very little doubt. Despite anonymously posting disparaging remarks that may have impacted the stock price of Wild Oats, the company that Whole Foods is now fighting the Federal Trade Commission to acquire; the SEC investigation; the independent internal investigation; and the calls for his resignation by dozens of organizations, including CtW Investment Group, whose members own about 900,000 Whole Foods shares, Mackey will likely retain his position.

Less certain is whether Whole Foods will acquire Wild Oats, but that is another conversation thread all together. Lawyers for Whole Foods and the federal government are set to offer closing arguments today.

More in line with observations in communication is noting: this case study will likely become the bane of public relations professionals because it chips away at what some call the tenets of crisis communication. Maybe that’s a good thing.

For example, against what most PR pros would advise, Whole Foods went silent on the issue after apologizing to stakeholders (never mind Wild Oats shareholders who may have lost money on the advice of the masked Wild Oats stock vandal “rahodeb”). Then, yesterday, earned an extremely rare and generous pass from the media, allowing him to break his company's self-censorship and tout that they beat Wall Street estimates.

"Currently we do not expect the same degree of year-over-year increase in our total pre-opening expenses," Mackey said, as reported by CNN Money. "We are very excited to see the acceleration in our new store openings materialize, as we expect these new stores to drive strong sales and comparable-store sales growth in the not-so-distant future.”

As found in The Wall Street Journal: “I could understand if Mr. Mackey was accused of spreading false rumors about his company to manipulate the stock price, but I have not heard such allegations.” Or perhaps even more telling from The Motley Fool …

“Look, I'm not saying that John Mackey should have gone onto the Yahoo! message board for Whole Foods and posted anonymous messages extolling his company while trashing Wild Oats. It was dumb, an activity with almost no hope for upside. But I understand it. I understand why John Mackey would see the nonsense that some random keyboard heroes wrote about him and his company and find the impulse to shoot back irresistible.”

Chip. Chip. Chip. It is any wonder why some public relations professionals have a hard time finding a position at the proverbial “table?” You cannot get there until you understand business let alone the new state of media, which suggests that today’s editors and analysts would rather be right than write about what is right.

"From a Whole Foods perspective we will be glad one way or another to have this situation resolved because it's taken a lot of management time and we spent a lot of money on lawyers," CNN Money reports Mackey said on a call. "It's been incredibly burdensome on us."

Like a fly buzzing in their ears, I imagine. Whether Whole Foods is allowed to acquire Wild Oats or not, Mackey and Whole Foods will not only survive but will also continue to see their stock fare well. Pending some revelation from the internal or SEC investigation of Whole Foods, it also seems unlikely to me that Mackey will be leaving anytime soon, chipping away at the notion that companies have to make a sacrifice in order to emerge from a crisis.

So what makes Mackey so special? As part of what I call my Fragile Brand Theory, Mackey has always been successful in presenting himself as somewhat eccentric thereby putting himself in the position to garner understanding in the wake of what Mackey himself even called his own “lack of judgment.”

That doesn’t make what he did right by any stretch of the imagination. While some people wonder about the Mackey case study “if we are not falling victim to a distorted sense of hubris in the United States: We are offended to the point of threatening legal action over surficial issues that are probably neither unethical or illegal,” I hopefully offer a clearer perspective.

What Mackey did, posing as an anonymous poster with an alleged agenda to damage his competition for future gain, was unethical.

Whether or not it is illegal is up to the SEC to decide. Whether or not the remedy is his resignation is up to the shareholders to decide. Whether or not shareholders are outraged will likely depend on the price of the shares. And whether or not the media decides to give him a pass or not will largely be dictated by the previous three outcomes.

I’m not saying this is right, but it is what it is. And what also “is” is that public relations professionals need to move away from formulaic approaches to crisis communication and consider the thought processes behind those bullet points. (We’ll compare this crisis to traditional crisis communication check lists next week.)

If they do not, executives will be hard pressed to take the profession seriously when good CEOs like David Neeleman at JetBlue play it by the “book” and are pushed aside while CEOs like Mackey, who clearly breached ethics, can break away and be heralded as a wacky egomaniac who, well, make shareholders lots of money.

Then again, I suppose all those who claimed the remedy is resignation still have a shot to be “right” as this case study seems far from over. But when it is over, I can promise you this: I'll probably have to add a warning label. Don't Try This At Home.