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…or at least one life. After the presentation I did Thursday in Minneapolis for Aging Services of Minnesota, Kris Glaros Hanson came up to me and said that my presentation to the group last September had significantly changed her career plans. I asked if she’d be willing to tell about it on camera, so here is her story:
I look forward to seeing how Kris puts her SMUG training to work on the site she will be launching, theseniorconnections.com.
If you’d like to share your SMUG experience, either your thoughts about one of my presentations or the online curriculum, please do so in the comments below. If you’d like to write a recommendation for my on LinkedIn instead, that would be great too. Here is my public profile.
And of course I welcome your constructive suggestions for improvement, too.
More of the power of social media: I’m in San Francisco today, and found out earlier this week that a SMUGgle from Norway was also going to be in town for a conference. Sturle Monstad (@SturleMo), who asked this good question in January. He came to meet me at the Ritz, and we had a nice talk. He even schooled me on the right way to say my last name in Norwegian, which helps me understand why my grandpa changed it to make it easier for the English-speakers.
I’m at the airport now, on the way back home, but it was nice to get another validation of the power of social media to make connection – even across oceans.
In July and August we held a contest, inviting SMUGgles to create a new official seal for SMUG, and then asking the “student body” to select the winner. In addition to the undying gratitude of SMUGgles everywhere (and there are now more than 800 of us representing every continent except Antarctica), I said the winner would be designated an Associate Professor of Graphic Arts. Today, I’m glad to introduce you to that new professor, Ruth LaGue. Here’s her bio:
Ruth LaGue – Creative Consultant/ Art Director
Ruth is an Internet marketing consultant with 20 years of design experience. She excels at translating brands into visually engaging, integrated online experiences.
Ruth formerly worked as a senior art director at AGENCY.com: Boston. During that time, she was the creative lead on CIGNA.com, a multi-million dollar Web site that translated CIGNA’s brand online. She also was one of the creative leads working on projects for Liberty Mutual’s South American operations.
Her interactive career began at THINK New Ideas, where she was a senior designer and then an art director, creating Web sites and CD-ROM projects. Her clients included Fidelity, Evergreen and Progress.com.
Ruth’s graphic design career started at WHDH-TV, Boston ‘s NBC affiliate. As assistant art director, she developed branding and visual solutions for local programming, news and public affairs campaigns.
Her awards include a Gold award from Broadcast Designers Association, a Bronze award from Broadcast Designers Association and a MIMC award.
Ruth received a bachelor’s degree from Rhode Island School of Design, and an MBA from Simmons College School of Management.
I don’t think this should really need lots of discussion and proof. In the era of Gutenberg and Luther, only the most profound works could be published via the printing press. Thus Luther’s 95 Theses and other works of eternal significance were candidates for mass distribution. Not much else was considered worthy of the expensive paper on which it would be printed.
And of course in those days mass distribution didn’t mean exactly universal distribution, but only to those who had the unusual opportunity and gift of literacy.
But even with limited literacy, Luther’s theses spread like a virtuous version of pandemic flu. They got people talking.
Over the ensuing 480 years or so, the ability to publish remained scarce and therefore precious. And for the last half century, there was a unique development in that a privileged class of editors and programmers could make tastes, and could decide what news was fit to print or worthy for airing.
So journalists attached to someone who owned a printing press, or (in the U.S.) an FCC-granted monopoly license, were unique in their ability to spread news and views to their community. News organizations sold their wares to consumers, or as Chris Anderson, Clay Shirky and others have noted, more accurately sold (or rented) their audiences to advertisers.
The economics of digital abundance and what Shirky calls unlimited perfect copyability, along with development of tools for self-publishing, means that we no longer are hostage to this privileged class. People like us can start a blog, or a podcast, or a YouTube channel that can be accessed from around the globe.
It doesn’t mean we necessarily have a huge audience for our views, but it does give us access, at least loosely based on merit, as judged by individuals instead of only the tastemakers.
The fact that only perhaps 10 percent of potential publishers actually avail themselves of these tools doesn’t lessen their significance.
In warfare the credible threat of force can be just as effective in accomplishing goals as the use of force is. Likewise, the fact that almost everyone has a digital camera at all times (thanks to the ubiquity of camera phones) means the potential cost of an organization treating someone badly is much higher.
In my presentations, I frequently illustrate this point with portions of the Social Media Revolution video, which begins with two questions:
Is social media a fad? Or is it the biggest shift since the Industrial Revolution?
While I agree the development of social media tools is as significant as anything since invention of the steam engine, the cotton gin and other outgrowths of the Industrial Revolution, I prefer to consider social media in the context of communications trends. In that regard, I believe it’s the biggest shift since Gutenberg. At least since Marconi.
In Thesis 3, I will discuss the anomalous (that’s a pretty sophisticated, Chancellor-like word, isn’t it?) nature of the mass media era, and why the era has ended, even as we continue to have mass media outlets in our communications ecosystem.
The fact that Gutenberg’s invention defined the 16th through the 19th centuries didn’t mean it completely replaced verbal communication. And broadcast media didn’t completely replace print in the 20th century. But each defined their era.
Likewise, social media define the Third Millenium, even though they haven’t (and won’t) completely replace mass media.
Meanwhile, here’s a screen shot from the Social Media Revolution video that puts it all in context in just a single frame:
If you have 4:22 to spare, here’s the video in its entirety:
So how do you answer those questions? To what would you compare the social media revolution?
Social media are not the panacea for all that ails the relationship between organizations and their customers or other stakeholders.
If you treat people badly, they now have not only the opportunity to take the story public, which they always had, but also the ability to tell the story themselves instead of having to rely on third parties like the news media to spread the word.
And of course, as we saw this year in the case of Dave Carroll’s spat with United Airlines, sometimes the story can both go viral and lead to mainstream news media coverage.
The basic story, if you haven’t heard, is told in this United Breaks Guitars video. The customer service representative could have kept the video from being made by simply agreeing to Mr. Carroll’s request for $1,200 in flight vouchers to reimburse his expense for fixing is $3,500 Taylor guitar. It would have cost United nothing in cash, but when Ms. Irlwig said “no” he said something to the effect, “Fine, I will just make a series of three YouTube videos with my story.” Here’s the second installment. If you haven’t watched both of those, take a minute to do so now. I’ll wait.
OK, now that you’re back, here are a few lessons or observations from this saga:
This video didn’t happen because United had a YouTube channel. One of the fears some people have about engaging in social media is, “What if people say bad things about us?” But this video wasn’t posted to the United channel: it was on the SonsofMaxwell channel, which belonged to Mr. Carroll’s band.
This video resonated, which is why it went viral. Anyone who has traveled by air extensively likely has some kind of horror story about poor customer service. If the video didn’t fit built-in perceptions, it wouldn’t have gotten anything like this attention.
Treating the customer right is the solution. After nine months of haggling, Mr. Carroll was just looking for a way to recover what he had spent on guitar repairs. From his perspective, flight vouchers would have been almost as good as cash, as it would at least let him pay less out of pocket for future travel. If Ms. Irlwig agrees, the video doesn’t happen.
Social media can provide great listening tools to alert you to a problem that could blow up into a PR nightmare. But they don’t do any good if you don’t act based on what you hear. In this case, Mr. Carroll was right in Ms. Irlwig’s ear. No complicated listening tools needed. If you’re not going to do the right thing for your customers, social listening tools will be of little value.