Archive for the ‘Social Media’ Category

Five Reasons Why You Should Be Lifecasting

Thursday, August 14th, 2008

Lifecasting – it’s all the rage!  Here are five reasons why you too should blog and tweet incessantly about the minutia of your life, take daily photographs of yourself and post them to Flickr and strap a video camera to your body that will stream your every move to anyone with an Internet connection.

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… And Now, The Top 5 Reasons to Broadcast Every Second of Every Day of Your Life…

  1. You’re a narcissistic attention whore.
  2. Your mommy taught you that everything you do is exceptional and worthy of exuberant adulation.
  3. You have an innate desire to annoy friends, family and perfect strangers.
  4. You think people actually give a shit about the fact that someone put poppyseeds on your onion rolls.
  5. High probability slight chance of receiving a development deal with a TV production company.

If any of these apply to you, what are you waiting for?  Get out there and start over-sharing with the world!  What’s the worst that could happen?

In all seriousness though… please don’t.

Confession of an Adulterous Blogger

Monday, June 30th, 2008

I’m coming clean. I’ve been with someone else. I’m sure you’ve noticed that I’ve been neglecting you lately, and I apologize. I’m not trying to blame you, but we both know that you’re a little high maintenance. Don’t get me wrong—you’re great… really, you’re wonderful. It’s just that, with her it’s so quick and dirty. It’s so damn easy with Twitter.

The Married Man's Guide to Adultery

We both know that over the past five years we’ve had our ups and downs. Back when we first started out, I couldn’t get enough. We used to do it every day, sometimes several times each day. And it felt great. Then, as time went on, I started to get busier. Work, kids, life… you know how it is. The excitement—the spontaneity had vanished. It started to take so much more effort and planning. I know, a lot of that… all right, most of that is my fault. I admit I’m a perfectionist. But you, of all blogs, know my philosophy: if you’re going to do something, do it right.

Then it happened. I heard people talking about her. How easy she was. No commitment; nothing serious. I ignored her siren call for a whie, but eventually, I started thinking of excuses to get closer to Twitter, to give her a spin. But I stayed loyal to my blog… for a few months anyway. I even used my blog to publicly mock Twitter. I’m so sorry.

Over time the urges continued to strengthen. I lingered on Twitter’s website more frequently. Rumors of how often Twitter goes down peaked my lusty interest. I finally made up an excuse: I needed to succumb to her seductive call for work… it was social media research.  Again, I shamefully used this very blog to publicly document my initial tryst with the hussy.

And it was, no… it is so easy. Even as I sit with you, pouring my heart out to you, I think of how easy it would be to quickly send a 140 character or less missive off into the ether. It’s grown from a lurid fascination to an obsession. I used to see her once or twice each day, mostly at work. But I quickly longed for more time with Twitter. I wanted to tweet in all kinds of exotic and unusual places: on my way home in the car, at the grocery store, even on my family vacation to Puerto Rico. I have even recruited my friends to join in the fun. I disgust myself.

I thought maybe Twitter would bring us closer. I thought I’d learn a few things that I could use here. Ultimately, it’s just distracted me from the business of blogging. Why am I telling you this? Guilt I suppose. I can’t promise I’ll be around as often as I was when we first started out; and Twitter will still be part of my life. But I’ll do my best to spend more quality time with you if you’ll allow me to have an open relationship.

KOL RIP – Whom Do You Trust?

Tuesday, May 27th, 2008

I’m officially sick of the term KOL.  For the uninitiated, KOL is a TLA (Three Letter Acronym) that stands for Key Opinion Leader.  As a digital marketing strategist, I hear this term (as well as thought leader, KOL’s less hip counterpart) incessantly—from clients and colleagues alike.  The conventional (old) school of thought has taught the top down marketers that the secret sauce to any successful marketing initiative lies in influencing the influencer, or KOL.

Social media and communities have further democratized information which has had a direct impact on exactly how much influence (depending on the audience) a KOL has.  In an age of skepticism, where consumers are leery of anyone occupying once trusted positions of power, the sway of the influencers is seeing a downward trend.  Steve Rubel recently highlighted some specific findings from the 2008 Edelman Trust Barometer that indicates consumers prefer to hear from people like themselves rather than KOLs.

The question of targeting super nodes vs. smaller groups is all coming down to trust. While the marketplace – both marketers and publishers – continue to focus on reach, they are missing the big picture. Trust is by far a more important metric, one that clearly rules when it comes to influence.

Does this mean that the endorsement of influential personalities has lost its value?  Absolutely not; the backing of influential thought leaders can certainly attract attention.  Based on the aforementioned trust report, I would encourage marketers to place less emphasis on the so-called thought leaders.  Treat each and every customer as if they are that coveted KOL.

As a consumer, whom are you more likely to trust—someone you’ve never met who is likely getting compensated for his or her product endorsement, or a peer who shares your tastes and interests, is genuinely excited about the product and isn’t getting paid to have an opinion.