At an event last night held by the San Diego AdClub (which had some amazing speakers, by the way), I was having a great conversation with someone about how I use different social networks. I mentioned that LinkedIn's Status Update feature wasn't as useful as it was before they integrated twitter into the feed. Once they gave people the opportunity to post everything to LinkedIn that they tweeted, it became harder to find good content about people I was connected to.
This morning, I received an e-mail from LinkedIn letting me know they have made some changes to their integration with twitter. It seems that you can still post a status update in LinkedIn and send it to your twitter feed. You can also post a tweet on twitter - and as long as you include the #in hashtag in your tweet, it will also show up in your LinkedIn status update. This means that you are consciously choosing to post that update on both platforms, regardless of the method you use, instead of just defaulting to send a post to both without thinking about it. The third way this will continue to happen is posts that are coming from a platform like HootSuite. However, with these types of platforms, a person does have to specify which networks they are sending each message to, so it will still be intentional.
I have written in the past about sticking to a strategy for each of the platforms you participate in. Now that LinkedIn will not be as cluttered with tweets, my original strategy for LinkedIn engagement should work again. LinkedIn is your professional network / resume. You should update your status on LinkedIn with current projects you are working on, professional achievements, things you are seeking help with, etc. This will bring back the opportunity for people in your network to connect with you on these items and continue to build relationships. Unfortunately, this means that we will have to start paying attention to the LinkedIn status updates from our network again because it will contain valuable information.
While I am on the subject, I will quickly mention that the currency on twitter is links. This is the platform to share links to blogs and articles that you find helpful so that your followers will see what kind of information you are sharing. The currency on Facebook is photos. Share photos from your personal life and from your professional life. It will make you more like-able, and again, continue to build relationships. Google+ doesn't seem to have one particular currency yet because they have tried to integrate all of these things together. We will see if one type of communication emerges as the best strategy for that network.
Let me know if you have any questions about the integration between LinkedIn and twitter, or any of the other social networks.
Thursday, January 19, 2012
Thursday, January 5, 2012
Anti Personal Branding Article
R.I.P. Personal Branding | The BrandBuilder Blog http://thebrandbuilder.wordpress.com/2012/01/03/r-i-p-personal-branding/
Sunday, January 1, 2012
#cnnnye #fail
Just one year ago, twitter seemed to be an emerging way to connect t.v. viewers together. I seem to remember seeing the twitter feed on the CNN New Year's Eve show with Anderson Cooper and Kathy Griffin. This year, they had a constant rolling feed of tweets, they mentioned it a few times on air and actually answered one or two questions at the end. I was monitoring the actual feed on twitter and they had enough tweets to make the trending topics list. This means that more people were tweeting with their hashtag than almost anything else on twitter last night.
Here's where they failed: instead of running the actual twitter feed, they picked out about 5 tweets every 15 minutes and just recycled them. It was an epic missed opportunity! Here you have new tweets coming in by the second - and you recycle the same ones over and over. You know that everyone who was tweeting was doing it because they wanted to see their tweet on t.v. Most of them were positive, too. If CNN had chosen to run all of the tweets except the negative ones, that would have been an improvement. In this day of transparency, however, people expect to see the good, the bad and the ugly. If you have the guts to show 5 tweets out of 100 of people who are being negative, it increases the positive sentiment that your viewers will have.
I am guessing most people weren't watching the t.v. and the twitter feed for the entire broadcast because only a few other people tweeted about the recycling of tweets. So, as it turns out, most people didn't notice what I noticed. What if they had run the actual feed? More people would have seen their tweet on air and their sentiment for CNN would have increased. CNN didn't understand that the reason they should have been doing it was not to show a few people talking about how much they were looking forward to seeing Anderson Cooper and Kathy Griffin on t.v., but to make the people tweeting feel important and part of something bigger than themselves.
Make your social media strategy about your customer, not about you.
Here's an interesting TED talk. MIT researcher Deb Roy starts out talking about how he wired his house with videocameras to catch 90,000 hours of video to understand how his infant son learned language. Then, he translates that experiment into the connection between millions of people watching the same thing on t.v. and having a conversation about it online.
Here's where they failed: instead of running the actual twitter feed, they picked out about 5 tweets every 15 minutes and just recycled them. It was an epic missed opportunity! Here you have new tweets coming in by the second - and you recycle the same ones over and over. You know that everyone who was tweeting was doing it because they wanted to see their tweet on t.v. Most of them were positive, too. If CNN had chosen to run all of the tweets except the negative ones, that would have been an improvement. In this day of transparency, however, people expect to see the good, the bad and the ugly. If you have the guts to show 5 tweets out of 100 of people who are being negative, it increases the positive sentiment that your viewers will have.
I am guessing most people weren't watching the t.v. and the twitter feed for the entire broadcast because only a few other people tweeted about the recycling of tweets. So, as it turns out, most people didn't notice what I noticed. What if they had run the actual feed? More people would have seen their tweet on air and their sentiment for CNN would have increased. CNN didn't understand that the reason they should have been doing it was not to show a few people talking about how much they were looking forward to seeing Anderson Cooper and Kathy Griffin on t.v., but to make the people tweeting feel important and part of something bigger than themselves.
Make your social media strategy about your customer, not about you.
Here's an interesting TED talk. MIT researcher Deb Roy starts out talking about how he wired his house with videocameras to catch 90,000 hours of video to understand how his infant son learned language. Then, he translates that experiment into the connection between millions of people watching the same thing on t.v. and having a conversation about it online.
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