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March 29, 2017

Social Star Wars Saga Episode II: Attack of the Clones

By michaelpace on November 9, 2011

Pre-prequel: With the recent release of the Star Wars saga on Blu-ray, I feel compelled to finally put together my official Social Star Wars Blog Saga. Enjoy all you fantastic nerds.

Episode I: The Phantom Menace

I was attending the social media track of conference, and went to the first social session of the day.  The session started with the Socialnomics’ Social Media Revolution Video (the first one) and continued with non-actionable generalities.  I went on pursuit of the speaker’s social network just to see how active or involved he was; no twitter handle!  Are you serious?  He then proceeded to use the word “twit” as in the action you do when you use twitter.  Thank goodness Apple was announcing the new iPhone right at that moment.  It didn’t get much better when the next session started with the United Breaks Guitars song and video. Let’s just say there are plenty of consultants or non-practitioners out there.  These clowns (clones) are one of two reasons why the social business space is moving slower than the technology.

The Clone we all know

Let’s start with the first set of clones referenced above.  Social is incredibly easy to get into, find information on and sound knowledgeable about to unfamiliar crowds.  These individuals understand the tactical use of social media tools, but rarely have an understanding how to actually integrate into business processes or moving to organizational goals.  .  Their Twitter and Facebook streams look like constant ads for some product or service. Since they are not using the tools daily, they rarely actually enter the social media bubble (people’s who lives have changed from social interactions and participate hourly/daily).  How to tell the Clone we all know:

  • Infrequent twitter use or used only to promote their organization’s “something”
  • Have less than ten social sites tied to them (beyond Twitter, Facebook & LinkedIn)
  • Talks in vague generalities about cookie cutter social steps
  • Never brings up business goals and objectives

The Clone that is US

Why do you think people talk about social media fatigue?  Or why do people chase shiny social objects (me included)?  I have a thought.  I entered in this social media bubble in November 2009, somewhat late for most in this space.  Because of my role, I drank from the firehouse of information.  I can honestly say within 4 months, if I heard one more person tell me that the first step of social media is to “Listen”, I was going to puke.  Some folks still claim that is the first step of using social media for business, but the example I am trying to show is people in the social media bubble keep talking about the same things to the same people in the same social bubble.  Another more recent example, I followed the Inbound Marketing Summit hashtag (#IMS11) as I was not able to attend.  I am glad I wasn’t able to, as all the tweets from session could have been copied from #IMS10 and probably #IMS09 and every other social media conference attended by the same social media folk.  Just to prove my point, go through your twitter stream or your Google Reader, and look at the blogs that are written.  Most are just copies and repurposing of things people in this bubble have heard a hundred times.

Shiny objects are great because it allows people to play or use something new.  The technology is moving faster than the thoughts on how to use and integrate.

It’s not social media fatigue, its social media laziness. 

I am not saying the people who work in social are lazy; they are some of the hardest working people I know.  The thought leadership is lazy.  Thought leadership in this space has been mostly relegated to marketing and technology focused individuals.  I think it just needs an infusion of diverse thinking, process managers, operations, human resources, executive leadership, etc…  I stated it before; I don’t think the next innovation of social business will come from marketing or technology, but from areas like Human Resources.  We need to expand our social bubble to include these other areas.  We need to branch out of social media conferences and attend industry specific or small business conferences.  When I attend a customer service conference, there may be ½ dozen of active socially networked individuals, but hundreds of people interested in the area.

I do have a belief that in 2012, the cream will rise to the top and more individuals will be focused on operationalizing social business.  We all have the opportunity to prepare for that time now.

May the force be with you, always.

Episode III: Revenge of the Sith

Star Wars Crawl Creator

Attack of the Clones - Social Star Wars

Liar, Liar, Liar!!! … Get Back Witch! I’m Not a Witch, I’m Your Audience

By michaelpace on August 8, 2011

Princess Bride - LiarAttend a social media or call/contact center conference lately?  Have you attended a session or class on social media?  Did the distinguished speaker tell you the first step to get into social media was to LISTEN?  Guess what? That person was lying to you.

Oh no, they were not intentionally lying to you.  You see they have gone too deep inside the social media bubble; surrounded themselves with like thinking/doing individuals, read tons of articles on social media, attended conferences with other Marketing and Social Business brethren.  They have heard countless statistics about how many people use Facebook, Twitter, YouTube and write blogs.  And all of this makes sense to them.  They use these tools.  Their smartphone has 97 applications on it.  They are early adopters, and everyone is a luddite still using a television to watch Game of Thrones instead of watching on their iPads with HBO GO.  However, they have forgotten that when they speak or write to Customer Service audiences, they are usually not talking to early adopters any more, they are talking to the heart of mainstream.  (Yes, I live in a glass house, and am not afraid to throw rocks)

Mainstream still doesn’t use Twitter.  They may have an account, because it was easy and “everyone else was doing it”.  Most mainstream people do not have a blog, many do not have any idea what a blog is or does.  More than half of mainstream does not own a smartphone.  (If you don’t have a smartphone at a social media conference, you might as well start breaking out papyrus and quill to take your notes.)  Mainstream still uses Internet Explorer, and it works fine for them.  My family and 90% of people I went to high school and college are mainstream.  Customer Service is by and large made up of people from mainstream.

I have the amazing opportunity to attend and speak at Customer Service and Contact Center conferences all over the country.  These conferences are attended by hundreds, but you MAY find only about a half dozen on Twitter.  Paper and pen far outnumber iPhones and iPads for taking notes and sharing.  If the speaker or conference leader is telling these people that the first step in working with social media tools is to LISTEN, they do not fully understand the audience.  Telling this audience to listen is like telling me to watch Japanese television to learn how to speak the language.  I will not know what I am watching or listening for.  Yeah sure, after a while, I’ll pick up a few things, but you have probably lost my interest by then.  I think this may be one a few reasons why Customer Service is generally a periphery user of social media tools and less involved in social business.

So if LISTENING is not the first step into social media or social media customer service, what is?

Step 1: Get yourself involved

You can listen and read the greatest minds of social business and social media tools, but until you get yourself involved you will never fully get it.  The best analogy I can use here is riding a bike.  You can read books, watch videos, listen to your dad, have Lance Armstrong as your best friend, but until you get on the bike and learn how to balance, pedal and turn, you cannot fully understand how to ride a bike.  My social business mentor, Rachel Happe of The Community Roundtable, calls it your “Aha Moment”.  When you have the “Aha Moment”, it may hit you like a ton of bricks, and the clarity is amazing.  Here is my recommendation of steps to get involved:

  1. LinkedIn – Unless you plan on staying with your current employer the rest of your life, LinkedIn is the most important social network for any professional.  It is the new Rolodex and resume in one.  LinkedIn is also an incredibly powerful tool to understand the vastness of your connections and their connections.  LinkedIn can also put you in touch with like minded individuals through their Groups functionality.
  2. Facebook – 800 Million users should be reason enough.  But if you plan on understanding social business, understanding how Facebook works with businesses is an important learning.  LIKE a few businesses you believe may provide good social support or you have general interest in.
  3. Twitter – Twitter is not just for telling people what you ate for lunch.  I like to think of Twitter as my digestible funnel of the world’s smartest/best people and content.   Yes, it can be overwhelming initially, but once you find a Twitter client you are comfortable with (Hootsuite, Tweetdeck, Seesmic), you can filter out the noise and build relationships with some amazing people.   The highest majority of Customer Service transactions and interactions occur on Twitter with our customers.
  4. Blogs – I recommend reading/skimming blogs to anyone getting into social business.  I use Google Reader to collect and push to me content about topics that most interest me.  Use the RSS (Real Simple Syndication) button on blogs you are interested in, and connect them to your aggregator (like Google Reader).  To find great blogs that may interest you, try www.technorati.com or www.google.com/blogsearch .

Step 2: Know your Business Strategy

Social media and social business are tools and disciplines that are means to the end, not the end.  Your company’s or department’s goal is not to be great at how to use Twitter or YouTube successfully.  You’ve never heard someone say we are going win in a market, and proclaim its measurement was Microsoft Project and Project Management methodologies used in successful manner.  Social media and social business is no different.  Start with your department’s objectives, determine your strategies, identify tactics (here is where social business and tools fit), and finally create execution and control plans.  Once you understand how you plan on leveraging social, you can begin to understand where it will fit in your business.  This step should be followed up with step 2B. – involving the appropriate individuals or departments in your organization.  You should “socialize” your plans with Human Resources, Legal/Compliance, Marketing, Public Relations and Technology Security.

Step 3: LISTEN – Now you may heed all of the advice you have heard for the past 2 years.

Maybe I was a bit harsh on the social media conference speaker or writer earlier, they were not exactly lying to you, but just left out or assumed you understood steps 1 and 2 which are critical pieces of information.  I have not historically been an early adopter.  I had a LinkedIn account because my line of business was closing at Capital One, and had a Facebook account to keep track of people in high school I couldn’t stand in the first place.  I feel that I was extremely lucky to have found my passion in Customer Service has been equaled by social business.  I hope my experience in both worlds is helpful to even just one person starting out or a presenter or writer addressing the Customer Service audience.

I love to hear from Contact Center leaders, when speakers and writers tell you that listening is the first step, does that resonate?

Do you actively participate in social business and leverage social media tools daily for personal, professional and work use?

Miracle Max video

Image & video: Courtesy of The Princess Bride (love that movie)