One of the more frequent questions I hear about social media, is around how much time should a person allocate towards it. The answer is a lot simpler than it seems: lots.
For those looking at moving into a social media role, whether its a community manager, specialist, analyst, or strategist (hmm… lots of –ists in there) expect to spend quite a bit of time. Each of these jobs consist of a lot of hours, mainly because you’re dealing with a platform that never turns off: the Internet.
The speed of the Internet really has an influence on the time you need and should spend in a social media related field. Since things change so quickly, it’s imperative to be monitoring all the spaces that are relevant to your company, brand, or interests. This can take up a huge amount of time.
The bottom line on time invested in social media activities, is that you need to set boundaries, and work towards containing them. There are always things that require our attention, or distract us in some way. The trick is to be diligent in leveraging the tools and services that are available for doing monitoring and alerting you when something needs attention, or is relevant to your interests. Event then it get’s a bit difficult to stay on track.
Ever run across a phrase or two that you’ve heard that sums up things really well? Short, simple, clear points that makes what you’re trying to say much easier to understand are always worth repeating. So with that, here are a couple that I try to share with clients as they start exploring social media and online communities.
“Don’t Be Stupidâ€
Credit for this phrase goes to Gary Koelling, co-founder of Best Buy’s BlueShirtNation. If you’ve met Gary, or have the chance, you’ll know that he cuts through the gobbledygook corporate speak phraseology quickly. Once everyone has their say, and the external communications policies are written, and the training is complete – the simple, boiled down essence is: Don’t Be Stupid.
“Don’t Shame the Nameâ€
Credit for this one goes to Brian Rogers, a colleague at Accenture. In relating stories of family and youth, we covered lots of ground. When he mentioned that one, it stuck with me. It’s simply another perspective on being responsible. It keeps a person thinking about positive actions, respect, and of pride.
So, keep these simple phrases in mind, share ‘em with friends, coworkers, and people who ask for advice about interacting online. Social media is a powerful medium, and you can’t go wrong by keeping it simple in whatever you do, either for yourself or for your company.
Several years ago (okay, more than a decade) there was a great keynote speech by James Burke at ACM 97 where he talked about ‘The Next 50 Years of Computing’. Now, if you’ve seen James Burke’s Connections series, you know what he’s good at. Describing the intertwining relationships of time, technology, and happenstance.
Here, a decade or so later, I’ve been thinking how true those words are. At the time, Windows 95 was still new, Microsoft Outlook was in it’s initial ‘1.0’ release, and the browser wars of Netscape vs. Internet Explorer were on, and Google was still a dream to be developed. Back then, I was waist deep in technology as a Novell NetWare and then Windows NT “expertâ€, and loving it. It was all about connecting computers together, and getting businesses connected to the Internet. Email and ICQ were HOT.
Fast forward a decade, and so much has changed. Where cell phones were a luxury that businesses could barely afford to sponsor, they’re now the de facto communication device of nearly all of us (who needs a land line). Why have browser wars when you can have 5 to choose from that all have a spot on your Start Menu? Where we used to pay upwards of $30/month for 56k dialup access, today most folks pay about that much for about 100 times that speed. Heck, we have faster connections on our cell phones than we did at home back then. GPS was a nifty gadget where you could plot waypoints to your favorite fishing hole; today, we have full-on navigation packages built into our vehicles to guide us anywhere. The list is endless.
The point I’m getting at is the change all these things have made to our culture. We’ve brought the concepts of democratization to technologies and industries that we used to think impenetrable. Through citizen journalism and social media, we’ve toppled once powerful institutions. We’ve squeezed huge entertainment companies to the point that they lash out at their own customers because they can’t find a new business model. The people of the United States felt they had a real voice that was listened to in the selection of their latest President.
All this is through the incredible advancements in technology that changes our culture.
A decade ago in that keynote by James Burke, he talked about how developed countries were 50 years ahead of underdeveloped countries, and how this pattern would repeat into the future. I believe we’ve sped up the process and are much farther down that path than we believe. We are living in a future that our parents could never have dreamt of. We have the opportunities available to us at the touch of an iPhone that a decade ago weren’t thought possible.
My question then, is what will you do with the advantage of living in the future?
As a note, if you follow the link to the ACM97 slide deck and videos, I just want to point out that it was compiled a long time ago and is not as polished as we see today on YouTube. Just remember that as you go through it. It’s still a great presentation, by a master at telling stories of history and technology. Oh, and I did try to find it elsewhere without luck.
I’ve been an IT guy for a darn long time, and as I’ve said before, it was a great career. I’m sure I’ll revisit it from time to time – I’m too much a tech-geek to abandon it completely. One thing I know from experience is that IT is many times a bigger bottleneck than we tend to admit. So as I move into new areas as an advocate for and a professional in social media I understand the issues from both sides of the fence.
Some folks scoff at how IT always seems to pull the security card on attempts to do new, inventive, creative things. It’s but one of many things that corporate IT departments have to consider when someone brings up something new. Other things can range from support costs (obviously) to recovering from disasters. New systems really do consist of much more than just buying and installing software.
Interestingly, it’s not always management in IT that causes the roadblock. In fact, IT leadership is often well equipped to be advocates of change in the organization. Even with tight budgets, IT is almost always looking to help position the company for growth. However, remember they’re biggest responsibility is to maintain existing systems and provide a secure, reliable environment.
So the question is then, how can you get IT to be interested and prioritize your project?
The answer is to get them involved early. Very early. In fact, they should be among your first stops when you’re looking for supporters and stakeholders. What usually happens with many a project is that the technology aspect get’s pulled in way too late for the project’s original timeline. All this does is turn it into another firedrill project with folks working long hours and weekends to make it happen.
However, if you get IT involved at the beginning, they’ll help with estimating real costs. They’ll help figure out realistic timelines. They will be a key part of making your project succeed.
Contrary to what you may think, Information Technology isn’t just about databases, operating systems and all the computers in the office, they too get excited about learning new things. The realization that social media, and new ways of doing business is important to them too.
It’s been an interesting week or so. I’ve again learned that my perception of social media is just one of many interpretations.
What is this socialization of media anyway but a simpler means of collaborating upon work with peers from differing backgrounds. Social media, really, is a movement and not technology. The technology and tools are simply enablers.
While we explorers of social media out on the Internet talk about transparency, and openness, businesses are struggling to figure out how to get involved but be able to balance all the parts that are important to them. Some will say this is the problem, that there are too many layers in your average corporation that get in the way.
That may be true, but we also have to remember all the parties involved in that corporation we like to lump in with so many others. The needs of the shareholders, the responsibilities to the consumer, proprietary technology or processes, responsibilities to it’s work force, legal liabilities, risk of damage to a valuable brand, and the need to be a good corporate citizen.
These are all things that an established organization needs to take into account, and it doesn’t even begin to touch on internal power struggles and political plays, or the resistance to change that the majority of corporate workers embrace. One look a the newspaper industry in the United States can give you a glimpse of the worst-case possibilities of all this. They recognized the need for change too late, but your average corporation isn’t quite as blind as that, they just have a lot to juggle to be able to come to the table to play the game.
So as we compare decades-old companies to a couple year old startup when it comes to participation in social media, it really comes down to perceptions of what’s right and what’s wrong.
What’s your perception as you work with older organizations under the theme of social media?
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