It’s important because in the grand scheme of things social media is a new space. This means that when working in a digital capacity or looking to do so, we are in the business of education and influence.

I have pulled together the five things I keep in mind when talking about social media within the organization I work for. The way I see it – every conversation counts. It’s not just the high-profile presentations or pitch meetings that develop support. Each chat is an opportunity.  A true expert demonstrates how their particular subject matter is of interest to those who are non-experts in this area. This is achieved through effective communication.

1. Explain “the shift” in simple terms Whoever you’re talking to cares about their customers and their employees –  guaranteed. It’s important to understand the changing behaviour of these key audiences. Sometimes we jump to the shock value statistics “THERE ARE 100 MILLION+ PEOPLE ON FACEBOOK” . We forget to point out the important fact that the way in which people source and share information has changed.

Explaining this will help them to see that it doesn’t really matter what tool we are talking about (avoiding the argument of MySpace or My5 disappearing so “who’s to say twitter won’t be dead tomorrow…?”) and get them to see that the shift has broader implications. In the most basic terms, we have moved from a model of broadcasting to narrowcasting.

• Broadcasting (old model): media companies and corporations disseminate information and messaging from the top-down
• Narrowcasting (new model): individuals control their own media (music, TV, news, movie) experience and share personal news and media cycles to other individuals in their community

2. Tell the story they know. Rather than use famous cases like the Obama example, tell the story of their customer or employee. A story that allows them to picture how their customer or employee could or does use social media can be very effective. Choose a specific brand touch point (for example: customers comparing prices) and relate this information to the opportunity social media presents. If I was speaking with a health care group I might say “If we had twitter stream, Mom will be able to check wait times in the emergency room for her sick little one right from her phone.” Use relevant and scaled examples.

3.Relate social media to an existing business function. Relate social media to something the company is already doing. Some great examples are proactive communications, crisis communications, consumer insights, customer service or simply story telling. Explain how the customer today expects these functions to transcend online. This is also a good way to explain the power of peer-to-peer sharing.

4. Don’t ignore the elephant in the room. Talk about risks, priorities and resources. These things that matter to the business will be addressed in your social media plan. This conversation can only be kept relevant with a little bit of prep work. Think about the priorities of the business and risks involved in advance. This is the point in the conversation that can make or break your credibility. Demonstrate a genuine understanding of concerns.

5. Use their business terms, not yours. Minimize the use of social media buzzwords by relating social media strategy to terms that their business depends on. If you’re talking with HR, you may choose to explain how story-telling online will help to further define the company’s EVP (Employee Branding Proposition), or if you’re talking to sales and marketing you may relate online tactics to your brand’s differentiator or consumer insights.

This isn’t to say that we should tackle all these points in one hallway conversation, but hopefully helpful when thinking about how to talk about social media.  Please share your tips! I’d love to hear them.

It was then that I realized we are living in a fascinating time in communications; I wanted to be part of it. I’ve been working in corporate communications with a focus on digital media for a few years now and spend most days in awe of how quickly things are changing and how brands are literally turning “how things have always been done” upside down.

Tomorrow I start a new adventure, one that I will share lots about on this blog in months to come. I get to apply my passion for digital media to one of the largest and most established brands in the world. I’m really excited to see “the shift” on a large scale and will be sure to write about it. Bare with me as my blog slows down during the transition..write soon.

-Bianca

www.likealittle.com/dal

This is how kids flirt these days.. it’s like Craig’s List Missed Connections on steroids.  Actually it’s missed connections with a hint of Twitter + Facebook + 1990s chat rooms in one.  This little rockstar of a tech project was founded in October (2010) and already has tens of thousands of members across North America.

From the “about” section on the site:

What is it?

We like to think of the site as a flirting-facilitator platform (or FFP, for advanced users). The site’s purpose is to allow you to compliment and chat about your crushes around you or otherwise bemoan your missed encounters from the safety of your trusty screen. And we hope, of course, that you’ll put yourself out there once in a while to make a real connection!

Yes

Be flirty, be fun, and be complimentary! It makes everyone (including you) feel good. And check back often because we’re always working on something new (like cheesy pick-up lines), and of course you don’t want to miss any flirts directed at you!

No

Bullying behavior, sexual harassment, sexist comments and other negative messages are not what the site is about. If you see any abusive posts, please delete them (ANYBODY with a dal.ca email can delete any post, any time) or report them so everyone can feel the Like a Little love!

Hot

You.

Cold

Antarctica.

In

Snuggies.

Out

The mullet.

Rules of the game

• When you make a comment, you are given a random fruit-name, for a given thread.
• This helps you maintain a conversation, while being anonymous.
• For a new thread, you get a new random fruit-name.

I asked my sister, second year student at Dalhousie University how students are using it.

“It has spread like WILDFIRE during exams.  Best form of procrastination.We’re all completely addicted”

Q – Is it a joke?

A- ”Obviously it’s funny.  We spend a lot of time laughing at absurd posts,  but people do take it seriously.  People have started wearing unusual or noticeable things to the library in hopes of getting a mention.  If you post “Brunette Canada Goose Jacket” that narrows it down to like 500. A girl was wearing neon green spandex at the library today.”

I believe it’s less about brand building and more about brand management. Building implies that we are creating something that did not previously exist, rather than showcasing what does. Maybe we’re building a presence, but we are not creating a brand.  As soon as we start creating, building or crafting, we lose authenticity. The same principle applies to mega brands like Starbucks or Nike –but it is paricularly important when referring to a person.

However — it’s naive to think that we do not have to manage our online persona with some tact: today’s job/friend/date search involves a series of background checks. We have to be smart about what we post online and further, take advantage of the opportunity social media presents us with to showcase our skills and experiences.

Focusing enormous amounts of energy on building a personal brand could have an adverse affect.  It will progress an apparent authority faster than a true influence/expertise develops in real-life. It’s like faking experience on a resume. You can call your gig as a Pepsi street sampler chief marketing strategist but when you get to the job that requires this experience, you’re drowning. Anyone can get a lot of twitter followers or read SEO for dummies.… but it’s the people online that build this audience organically and prove real-life results that are the true experts.

Online stardom is only as strong as real-life stardom. Employers, clients, new friends – they want the real deal. There is nothing worse than meeting someone who has a huge personality online and is the complete opposite in real life. Maybe you reached out to this person because you thought they’d be a lot of fun to work with: a burst of energy that the project needs. If they’re different than what they portray, they are not delivering on what they promised. We want to associate with people we trust, respect and can rely on. We can find value or learn from someone we follow online, but the real-life connection is what matters.

A healthy online influence demonstrates that a) you know how to work in these media and b) people are interested in what you have to say. But it is not the be-all end-all.

“What it boils down to, for me, is a buzzword: “authenticity.” If you are the real thing, your “brand” is something in large part bestowed upon you by your audience. What you do is reflected back onto you by your audience based on how they perceive you.” – Olivier Blanchard

Her content was brilliant, but it was a few tactics that stepped up the presentation to a 12 on a 10 point scale.

1. Sans podium.  Sheryl Sandberg knows how to work a stage.  She ditched the podium and used a lavalier mic.  Her confidence was impressive and she was engaging to watch.  A speaker who can work a stage effectively is a polished, well-versed speaker; they command attention.

2. Local Examples. The presentation was hosted by The Empire Club of Canada at The Royal York.  There were 500-ish Canadians there.  Ms. Sandberg has been all over the world speaking and she’s clearly not Canadian.  Her speaking schedule will make your head spin but  her stats and case studies were all Canadian.  Every reference to media was to a Canadian newspaper or broadcaster.  The customization of her presentation effectively engaged her audience.

3. Social Numbers.  Ms. Sandberg’s slides were beautiful as to be expected; highly visual with minimal text.  She was also smart with her use of numbers.  Whenever referencing figures, Sheryl said things like “this campaign reached 4 X what hockey night in Canada reaches.”  This was effective because the audience, social media affluent or not, could grasp it.  Using social numbers makes numbers memorable.

The article features teen bloggers who capture the rawness of this stage of life in their posts.  This is something I mastered in grade school – with sweeping statements about my family, passions and life that I believed from the bottom of my heart. 

But now, as an adult, or worse- as a PR professional- this is something I find really difficult.  On one hand, I’m trying to practice what I preach  - being personal, authentic and honest in my writing.  But on the other hand, I am forever conscious of what I post, careful about positioning my opinions as not to offend the wrong people or comment on an issue I am uninformed about.  God help me if I spell something wrong.

The problem is, this cautious approach to writing can make me miss blogging as an art.  There’s something truly beautiful about those posts written in the middle of the night – when you can’t get something off your mind, when your raw honesty and emotion is crystal clear in your writing.  My notebook is the keeper of this expression, and the only one who sees that is me.

I have the utmost respect for those bloggers daring enough to be 13 again. Those who blog in its truest form and help others to understand perspective, their stage in life- be it one as awkward as tween years or as scary (and thrilling, I imagine) as motherhood.  I appreciate this art. 

While I’ll never tell you what i really think of my ex-boyfriend or that idiot at the last conference I was at who confused a seminar for a business pitch on my blog, I’ll continue to weave my personal voice into communications related posts.  Thank you brave bloggers – you inspire me.

“Develop a point of view. Think about what experiences you have that many others do not. Then, think of what experiences you have that almost everyone else has. Then, mix those two things and try to make someone cry or laugh or feel understood.” – Frank Chimero on design, creativity, story telling.

Check out his beautiful post to design students: http://bit.ly/91hqDS

1. You get to believe in your work. 

I have to preface this by saying that I did not get into healthcare because someone close to me was affected by a disease.  Many people get into non-profit for personal reasons.  I have the highest respect for those who are so passionately connected to this field.

Naturally, my family has been cared for in Canadian hospitals.  I have sadly said goodbye to family and friends.  While this is a source of my faith in the system, it is not what initially drove me to work in this sector… I have to be honest.

What motivates me is working for a brand I believe in.  Whether it is cars or healthcare, I truly believe that one will do a better job if they feel good about what they are representing.  For PR, it’s crucial. 

Could I work for any non-profit because they are ‘better’ citizens compared to big, scary corporations? No. 

Could I work at a hospital that has a reputation of providing the best possible care for the community it serves? Absolutely.  Does it make my job easier knowing for certain that 100% of funds can be designated to particular areas of the hospital? Abso-frickin-lutely. 

No one wants to pitch advertising disguised as news because the client wants to get into The Globe and Mail.  We want to believe in the brand we are living, breathing, sleeping. 

I believe in the brand I represent not because it’s tied deeply to me emotionally– but because I know the hospital we fund is truly a centre of excellence.  I know the Foundation I work for is one to be trusted.  If you start with an emotional connection, believing might be easier.  But don’t let it cloud the facts.  Ask yourself-profit or not, do you believe in this brand?

2. You’re forced to be creative (with resources).  

If I haven’t sounded like a heartless witch thus far, this might do it.  Non-profit organizations are businesses.  They have expenses and revenue lines.  I say this because I think some people view fundraising as parties and bake sales. 

What I love (and hate) about non-profit are that resources— both human and financial are always at top of mind.  While every organization faces the same pressures, fundraising is a bit different because you are working with donor dollars.  Every penny spent has to be justified big time. 

It’s a great place to learn because you are forced to think outside the box to make your dreams come true.  Rather than thinking “I could never do this creative project, we don’t have the budget,” you ask  “How can I do this?”  “What corporations would be interested in partnering with this initiative?”  Creativity surfaces as resourcefulness in a non-profit environment.  I think it’s great training.

3. The stories are real. 

This is where I admittedly get a little mushy.  In PR, much of our time is spent story telling.  The coolest part about working in a healthcare environment is that you are telling incredibly real and compelling stories.

I get to interview doctors who save lives every day.  I have lunch with nurses that deliver 40 babies a week.  Last week, I met my first paediactric oncology patient and his dad.  Let me tell you, I got a little teary-eyed. 

If there’s a little journalist in you, you’ll love this part of the job.  It goes back to point #1.  You’re writing about real life, so you put your heart into the story.  Your audience feels this and connects to the content.  You are a better communicator.

4.  You’ll learn stuff you never thought you’d learn. 

Working in a hospital is not glamorous.  My office is literally the former oncology unit and my windows are covered. 

Sexy or not, hospitals are centers of innovation. You will find yourself learning about rare heart conditions and the dangers of depression.  I attend lunch and learns and doc talks.  It’s kind of like being in academia land again… I’m into it.

These are just some of the things that are unique to PR in a healthcare fundraising environment.  I hope that this is valuable to anyone looking to get into this industry.  As always, look forward to your comments.

Bianca

 For some leaders, this means hiring a CCO – Chief Culture officer— to keep a finger on the pulse of lifestyle & trends, while influencing decisions at an executive level.  I couldn’t agree more with this approach to business. 

 Do you think Sorel knows how “hot” their boots were in Toronto last year?  Sure, they know that every store east of Etobicoke and west of Scarborough was sold out.  They know that their sales were strong,as expected in any cold, wet Toronto winter for a superior boot manufacturer.  But do you think they know that hundreds of 20-something year old, stylish & good looking girls were rocking Sorel boots between high heel changes on the TTC?  Do they know that Sorel boots were sexy?  

 Sorel boots—the most practical of footwear—were a fashion item in Toronto.  In fact, they still are.  Sorel has clearly caught on this year, if you take note of celeb references on their twitter page @sorelfootwear.   But it happened so quickly, much like Malcom Gladwell describes in The Tipping Point with Hush Puppies.  Too quick—-for focus testing and outsourced market research.

 But quick enough for a Chief Cultural Officer to pick up on. 

 This begs a larger question for me, from a fundraising perspective.  Is Cultural Climate Understanding (CCU) the New Corporate Social Responsibility (CSR)? I think these two concepts are inherently linked—because, It’s beyond sales.  It’s beyond insight to smart marketing tactics.  It’s about brand perspective & management.  It’s about it being the right thing to do to truly understand your customer. 

 Brands that are transparent, talked about, linked to timely events/trends and open to feedback are seen as good corporate citizens.  Even if their product is less than par, those who welcome engagement are the good guys.  

CSR emerged in the 80s, says Naomi Klein (and scholars alike), when the biggies were under fire for sweat-shopping their way to profits. They had to find a way to look responsible.  They developed CSR departments and invested in mega-charities.  This movement revolutionized the non-profit world.

 It’s not acceptable to be turning gigantic profits and not give a dime away.  It’s also no longer acceptable to not truly listen to your market.  Hey, Cultural responsibility is hot, and it’s here to stay.  That’s my two cents.

” A medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself.” — McLuhan, Understanding Media.

Like all theory, examples give context.  And  now, some years later, I share what I learned at Mobile Innovation Week 2009 with you: The medium is the message.

Global expert Tomi Ahonen calls the Mobile Industry “the largest economic opportunity we will face in our life time“.  By the year 2020, media as we know it will be completely revolutionized.  If you’re  largely uneducated in mobile, (like me) this seems abstract and untouchable.  I’m not ready to capitalize on mobile…. but have added it to the list of fascinating ways that the medium itself is central to how we consume and share media.

Think about the print newspaper.  Think about how you read it.  I read the paper differently during the week than I do on the weekends.  During the week, I scan the front section of the Star and at least pretend to read the Business section as I rush out the door shoving toast down my throat.  On the weekends, I kick back with a skinny latte and peruse the paper cover to cover.

Think about the online version of your favourite paper.  Think about how you browse it.  I use the search function.  By the time I am at my desktop  browsing the G & M site,  I have already heard the 680 headlines on the drive in.  I actively seek the stories I am interested in.  But that’s me.  According to Stephen Henrik, Director of Digital, Globe and Mail, the most visited section of the online paper is the Celebrity Section.  Go figure.

Think about how you consume the media on your mobile device. Do you have the Canadian Press application for your I-phone?  Do you have the most popular Weather Channel app?  I read the news through my browser on my blackberry while idling.. waiting for appointments or while on hold…I also subscribe to a handful of blogs via RSS feeds.. So they go direct to email.  The best format for me? Simple. Short. Headline driven.

When you’re creating content– think about the medium before you think of the subject matter. It sounds simple, but it’s a mistake made too often according to panelists at Mobile Innovation Week.  If you run a local paper, a student paper, a blog… think about how your audience interacts with your medium before you craft your content.  The Globe and Mail launched their newest site in March 2009 that reads completely different from the hardcopy.  It elicits comments, user-driven content and maximized click throughs.  This model works for advertisers and for consumers.  

Use the medium to the best of its ability.   The mobile platform will allow for faster content sharing than ever before.  It’s also not (at the moment) well suited to complicated graphics and multiple windows opening at once.  Throwing it back to print?  Give me gloss, give me colour.  It’s about the look and feel.. perfect example:  The LCBO’s Food & Drink.

Take Marshall’s words.. The medium is the message.

c’est all.

-Bianca