Making a Business From Social Media
Who’s making a business from social media? Audio and video producers are, for the most part, scraping by, give or take a few notables (several of who are being paid from VC money). Bloggers are making money in varying degrees, depending on their advertising opportunities, or their opportunity for consulting. I’m going to leave the “entertainment” category out of this discussion for that reason (though you’re welcome to argue it back in). So, who’s really making a business out of social media?
Early Adopters: Advertising, PR and Marketing
First to market with actual paying jobs in social media are public relations and marketing firms. Why? Because if you squint your eyes, the tools are the same thing: a means for communicating professionally. Is that wrong? I don’t think so, provided we don’t lose ground with regards to how these new tools re-humanize technology-assisted communication.
Using social media for “viral” advertising is popular, but mostly because it’s low-cost, low-barrier technology that permits folks to get a message across through different channels. Will that last? I can’t see why we’d go back to $100,000 spots, when we can create the media and distribute it for free, especially where the world is shifting to those free methods, too.
Business Users
I’m not sure what department an internal corporate social media practitioner would fall into. Project management makes sense, because inside the firewall, these tools facilitate collaboration, status messages, data sharing, and other uses that would work well for facilitating projects. Product management and R&D might adopt the tools as well, but there probably wouldn’t be a pre-defined role for someone who simply knows how to use the tools.
Comparing the Two Most Likely Businesses
On one side, we have obvious jobs: PR, marketing, advertising. On the other, we have a potential role for daring companies, or a more likely future of an adoption of the tools by several people after receiving training from a more expert user. So, there are two options.
Which makes more sense? On one side, you have a mountain of communications companies hoping to adapt quickly. On the other side, you have businesses who aren’t as motivated to change their internal processes. But will there be a point where businesses take back their external arms for outreach to their customers? In a world where companies talk directly to their customers, the media, and prospects, will the business of communications go in-house?
Not Necessarily a Primary Business
We’re all jumping up and down and excited about social media and what these tools can do for us. WHAT, exactly, do these tools do for us that translates into a business directly? My answer: for lots of people, they don’t.
Looking for a career in social media would be like seeking a career in email. Instead, use these skills to cultivate another ability of yours. If you’re a salesperson, use social media tools to build leads, understand need, get the word out about your products. If you’re a nonprofit professional, you’ve already figured this out, and use these tools to aid in awareness, fundraising, communication, and more.
Instead of focusing on how these tools will become a career, focus on how you can equip others with these tools. THAT, I believe, is the business, in the short term. But even that will be the short term.
What do you think? Agree? Disagree? What’s your take?
Photo credit, Greg Westfall
The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.
Get the entire series by subscribing to this blog, and subscribe to my free newsletter here.
NTEN Rocks
The NTEN community reached out to have me as part of their “Ask the Expert” sessions. I told them I’d give them some blogging and social media resources. So, here you are, guys.
Social Media and Social Network Starter Points
Social Media Starter Moves for Business
Keeping the Blogging Fires Burning
Seven Blog Improvements You Can Make Today
Measuring Social Media Efforts
Oh, and I’m doing a newsletter too, if that’s useful.
What Were Your First Steps
Let’s do a post inside the comments post today. I’ll ask some questions, and then let’s talk about it in the comments. Fair?
What were your first steps into social media?
Who were your early people you admired and followed?
How did you get started?
If you were going to give advice to someone starting out, what would you tell them?
What will you do in the next few months with social media?
(Let’s see where this goes).
Some Differences Between Pitching Mainstream Press and Bloggers
Meet the next generation of people who put stories out on the web. I say “next,” but blogging has been around for years and years. Some of us are making decent money at it, hiring and employing staffs, etc. Those types seem like mainstream press. But they’re not. One difference? We blog based on what drives our passion, plus in the case of some folks, what drives revenue.
Blogs have reach. Blogs don’t have as many barriers to cross before you reach the decision maker. Blogs don’t (always) require a PR agency to help you get access. Blogs always need good content, right? So it seems like a natural thing to just lob stories at a blogger, because more often than not, they’re going to be receptive, will run the bit if it fits their readership (viewership), and everyone wins, right?
Some differences.
Bloggers Often Write From Passion
Lots of us can’t NOT blog. We love what we do. We’re obsessed with getting information out into the world. Desperate to be useful. I’d say that we’re like news junkies, only we’re really interested in how we can contribute to making the news.
Bloggers Have a Bit More Ego Feeding Required
Try to disagree with me on that one, but when I just start rattling bloggers’ names down quickly, I can tell you that there are things you’ll want to do to reach out, and one is to know what makes a certain blogger tick. Want to get into TechCrunch or Mashable? Be sure you’re giving one the exclusive, and pick wisely. Want to get covered by Engadget? Don’t give it to Gizmodo on the same day. Go a few tiers down in blogs and what we want is to know that you know who we are, and what we cover. A pitch about something in my general area isn’t the same as noticing the kinds of things I write about and giving me something that fits.
Bloggers Like Free Prize Inside Experiences
If you want us to write about your software app or your new gizmo, give a few away. Nokia, Nikon, Flip, GM (Saturn), Garmin, and tons of other companies have given out gear on loaner programs (sometimes handled well, and other times handled a bit weirdly). And if it’s not something directly tangible, it’s something like getting invited to a pre-screening of a movie, or to a closed beta of an application, or something else that makes one feel exclusive. Still an ego play, and yet, very effective because once we play with your toys, we’ll be inclined to write about them.
Will we be fair and give opinions on the competitors like an official review site? Not always. Depends who it is, whether that’s part of their bailiwick, and whether they even know how to approach such a thing. I sure don’t. If I’m given something free to mess around with, I disclose it when talking about it, but then, my site isn’t a journalistic effort to review things fairly.
Bloggers Don’t Have To Be Polite
Though I prefer politeness, and try to be polite often (Sorry, Tom), it’s not required. And we don’t always do what you’d wish. It’s a little uncertain sometimes what you’ll get when you send a request to us. Wish it weren’t true, and I would prefer that we be polite more often, but we don’t have to be.
What Twitter Had to Say When I Asked My Friends
(That’s a hint, too. We’re far more networked. We talk to each other. We talk about YOU.)
Pitching ME
First, I have to say that I’m not usually on the lookout for a news story. If you read back through my posts, a great many of them deal with strategy and tactics that people can employ. I read about 1000 news items a day, plus I have a day job that isn’t professional blogging. So, I don’t always need news.
And yet.
If you’ve got something interesting about a new tool, a new way that someone’s using social media to build business or organizational relationships, a sense of what’s interesting to me and want to feed me something, here’s what you might do:
- Be my Twitter friend.
- Have read my last ten blog posts to have a sense of my flavor.
- Give me links, pointers, possibly screenshots, and follow up in about 9 days when I still haven’t managed to get your story out.
- Kindly understand if the story doesn’t fit what I cover (often).
- Realize that I can’t always check out your website.
- Understand that a “social network for ____” (dogs, lawyers, imaginary friends, ex-cons) isn’t really new unless they’re doing something REALLY new.
- Write the first paragraph of your email as if you really did only send it to me (I get it, but pretend, okay?)
While We’re At It
Here’s what I *am* really interested in writing more about, and where you can help me, if you’ve got an interesting story:
- Social media and network use inside the enterprise. (Spoke at Thomson/Reuters and IBM recently and was really impressed in both cases with what they’re already doing).
- Specialized social network applications - things that make a network more valuable, vs just profiles, blogs, pictures, and friends.
- Books about social media, social networks, next-generation PR/marketing, business, etc.
- Business models that aren’t advertising-centric. (For instance, Sermo has a neat model. So does Gimp.TV).
- Mainstream people coming into social media in a realistic and meaningful way.
- Nonprofit and organizational experiences with social media that have made an impact.
- Location-based tools and networking (for instance, I’m digging Yahoo’s Fire Eagle stuff)
- Technology that improves business, that improves personal interfacing with the Internet.
I’m probably forgetting a few of my favorites in there, but let’s start there. If you’re pitching something like THAT, drop me a line. My contact info is in the sidebar. I’m easy to find.
Further Reading
Social media expert, Jason Falls covered an advertising professional’s view on this recently, and that’s worth checking out, too.
Edelman’s superstar, Leah Jones showed us how to talk to bloggers.
Your Thoughts?
Lots of people who come here are PR or marketing professionals, journalists, and the like. What do you think about what I’ve said so far? What are your tales of success with bloggers, or your tales of woe? Bloggers, am I wrong in my starting concepts about what might feel different about bloggers vs mainstream press? I’m eager for your take.
Screen caps made with Skitch
On Managing A Community
I wonder how most organizations are handling the role of community manager. I’m curious where a community manager reports. Marketing? HR? Customer service? I wonder how organizations are justifying the cost, and what they believe the role entails for level of effort. How are companies using the role in either direction?
Depending on the organization, I imagine the role of a community manager would be different, so I’m going to walk through what the role might entail for a media and events company (like mine), and see what comes to mind. I could do the same for several other professions, but let’s start here. Want to follow along? You can help me refine it in the comments.
Strategy
My strategy for a community manager would be to accomplish the following:
- Develop an awareness center for our industry (so we can listen and know what the community at large feels).
- Build a non-marketing community outreach to deliver a voice for our organization to the industry.
- Engage the community we embrace, and facilitate learning and education from our organization’s perspective, and through relationships with other trusted organizations.
Reporting Structure
My company is a fairly flat organizational structure. At my office, a community manager would report in to me as the VP of Strategy & Technology. Why? Because I’m charged with setting the tone and the look and feel of the content for all of our events. To me, the role at my organization would be to help me build on the customer experience.
Duties
My community manager (and I’ll use the feminine pronoun to save both of us the “he or she”) would have accounts on the following platforms:
- Ning
- YouTube
- Google Reader
She would have responsibility to set up tracking and alerts for keywords specific to our industry, to subscribe to several industry blogs, podcasts, and video channels, and to subscribe to certain topic categories on YouTube.
She would comment on appropriate blogs. Not about our events, but about the topics at hand (the comments would at least have a URL back to her blog, so that’s enough self-promotion on that front). Listening and commenting would be the bulk of her first three months’ duties.
She would blog when she felt comfortable with the space.
If we decided to grow a Facebook or Ning community, she’d help facilitate good conversations there, too.
Measurements
I’d measure my community manager on the following:
- Responsiveness to communications (blog comments, emails, twitter messages and forum threads) less than 24 hours max.
- Number of QUALITY blog posts read and shared via Google Reader.
- Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month.
- Overall quality of her Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic).
- Engagement on our blog/community/network. (Number of subscribers, number of comments, number of links out to other blogs from our community site).
- Number of quality blog posts and linking posts (probably a 40/60 split between original and linked, though some would argue for 30/70).
- Eventually, number of links from other sites to our blogs and media.
Success of the Project
I’d feel our community manager was a success if she accomplished the following through her efforts:
- Empower the listening ability of our organization to our community’s needs and desires.
- Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
- Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.
Overall, I believe these efforts would be measured by an increase in attendance at our face-to-face and virtual events, an increase in subscriptions to our newsletter, and a larger blog commenting community. This would be a win to our organization, and would thus be worth the expense of another salaried employee.
YOUR Turn
How would your organization incorporate a community manager? Where would they report? How would you measure their efforts? Do you see any flaws in my suggestions? Are YOU a community manager? How does this sync up with your world?
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The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.
Get the entire series by subscribing to this blog, and subscribe to my free newsletter here.
Starting Points for Online Presence
Getting started in social media might feel daunting. In considering what would constitute a “passport” for a would-be “web native,” I found myself adding more and more services to the list of things one might consider adding to their collection of applications and services to use.
Start at your own pace, and go as slowly as you need to for you to feel comfortable getting to understand all these services, but here is a list of applications and networks that I think you might consider joining and developing into your online reputation and presence platform:
The Basics
- Take a reasonably decent photo of yourself for an avatar pic. Size it to 100×100 pixels if you can. (most services want this as a default). If you’re shy off the bat, put something more fun than your corporate logo.
- Twitter - Be sure to add your nifty new photo. Then, if you don’t already have friends on Twitter, check the public timeline to see who’s doing something interesting, or check out Twitter Packs for some starting people to follow.
- WordPress.com Account - Even if you eventually choose another blogging platform, building a WordPress.com presence means that you get an OpenID account, a place to build a profile for lots of the popular blogging platforms (I recommend getting a Blogger/Google account for that reason, too), and also a potential “scratch blog” for putting up ideas that might not fit your larger presence.
- Facebook profile - There are millions of people using Facebook (and even more on MySpace). It’s a good place to build an account that tells people more about yourself, and as an outpost for your blog (add your RSS feed to Facebook through one of many 3rd party apps that will re-post it there), which all goes towards establishing your reputation online.
- YouTube account - YouTube serves millions of videos a month. It’s a great place to comment, to submit your own stuff to a larger audience, and/or to find points of interest. If you want more serious, better considered video hosting, try Blip.TV.
- Gmail account - which will give you access to Gmail.com, but also Google Reader, Google Calendar, Google Talk, and plenty other useful services. I use Google Reader as my preferred news reader, and I use Google Calendar for ease of use of scheduling.
- **UPDATE** Google Reader for listening. Recommended by David Usher
Bonus Round
If you’re feeling like you want to participate even more, you’ll need these:
- **UPDATE** FriendFeed is a way to aggregate your presence and that of your friends online. Suggested by Ontario Emperor
- Digg and StumbleUpon and del.icio.us accounts - Use social bookmarking communities to share things you like, to find things you’re interested in, and to grow a social view of news and information.
- Upcoming.org for events to attend in this space.
- Flickr account - (which is technically now a Yahoo! account, as is del.icio.us.) This is for photo sharing, and gives you an easy place to put your pictures on the web.
- Skitch account - for screen captures, should you want to post a picture off your computer screen simply.
- PayPal account - for easy financial transactions used by many websites.
- **UPDATE** Plaxo for contact management. - Recommended by Susan Beebe.
Your Thoughts
There are certainly dozens more applications to consider, and this doesn’t count one’s primary blog, podcast, video property or otherwise. But I’m wondering if I’ve missed any “fundamental” sites that you’d recommend we add to this list, or if there are any that should come off. What’s your take?
The Social Media 100 is a project by Chris Brogan dedicated to writing 100 useful blog posts in a row about the tools, techniques, and strategies behind using social media for your business, your organization, or your own personal interests. Swing by [chrisbrogan.com] for more posts in the series, and if you have topic ideas, feel free to share them, as this is a group project, and your opinion matters.
Get the entire series by subscribing to this blog, and subscribe to my free newsletter here.
Photo credit, hji
10 Blogging Tips
Briefly, some tips:
- Write to be helpful.
- Be brief.
- Tell a story.
- Connect others, if appropriate.
- Share. Often.
- Don’t overthink it. (It’s a blog, not a dissertation.)
- But be thoughtful.
- Don’t be mean.
- Publish often enough to build a relationship.
- But be mindful of your audience’s time.
What else would you say? What if you were telling someone at Disney or Starbucks or the Woman’s Society for Advanced Cancer Research about blogging? Share your blogging tips?
What I Did This Morning Instead of Blog
There’s a lot more to social media than just blogging. To be active, we must be out there listening, commenting, contributing, communicating in other ways, and reaching the people who matter to us. One one side, that’s where I’ve spent a lot of my time this morning. And I’ve been doing other things, too.
Inspired a bit by Andy Quayle’s What Did You Do Today post, here’s a bit of what’s on my plate (not counting family life):
CrossTech Media
I’ve been doing lots of stuff for CrossTech Media in anticipation of our upcoming ITEC Houston technology event, I’ve been working with Radian6 on a webinar/video series that we’re producing for a CrossTech webinar. I’m also trying to build interest and awareness of our new The Next Data Center executive briefing event, which I’m really happy about. I’m also building out events for later in the year (something about the future of work, and one about communications, and another about social software). I’m building speaking engagements now for New Marketing Summit, my event in Boston this fall. So, that’s a lot.
PodCamp
PodCamp Boston3 is coming up this summer. I’m in charge of helping raise sponsorship money to cover the venue, the wifi, the other stuff that makes a PodCamp happen. Christopher Penn and Whitney Hoffman and others do all the heavy lifting, but fundraising takes some efforts, too.
Book
I’m co-authoring a book soon with Julien Smith. We’re in the proposal stage, so I won’t say more. Book is the new “rock band” thing we say. “Oh yeah, I’m writing a book, too.” But it’s something that matters to me, so I’m putting what I can into it.
Social Media Stuff
Here’s a pretty busy bucket that I’ve run out of time to cover. But there’s where I spend a lot of time, too. What comes of this part is always interesting, quirky, sometimes business-actionable, and filled to the brim with humans. THIS is where the above stuff starts. Social media are the fields I tend, where I plant seeds, weed out things that don’t work, grow new varieties of relationships, and develop ideas that might or might not lead to business or a further sense of being helpful.
Later, I’ll cover what goes into all this, but start here. Think here. Start here. Think about how this is what social media does for individuals. Do you know that’s why my bosses hired me in and gave me a big role in changing their company? Do you know that my bosses (and I say that half joking, because I think of us as business partners with different percentages) talk to me about Twitter and Facebook and things like that every day?
If you’re passionate about social media, real business happens here, real connections and value happen here. Education happens here. It’s what you want to make of it, and it’s a powerful force for STARTING and MAINTAINING good things. It’s up to use to close what you do with it. But if you use the tools, at least you can start.
What are you doing today? How are you using social media to move the ball forward in your life? What are your challenges?
What Comes Next With Social Media
Once everyone understands the tools, accepts that they should be part of the conversation (or moves on from the notion), has accounts and presence where all their customers are spending time, what comes next? What should businesses and individuals DO once they’re set up?
If you were advising Ford, who by the way, is looking for someone to sign on to help with their global social media strategy, what would you suggest they do once they gave you the green light?
Alltop- Encouraging the Mainstream
I’ve been thinking about Alltop. It’s a site built by Guy Kawasaki to help people find popular blogs on various topics. My blog and Twitter account show up in a few of these categories (thanks, Guy!), but what I’m interested in talking about are the topics that might appeal to the mainstream, and why I think Alltop deserves a little love.
What Is It
Alltop is an Internet magazine rack, fed by blogs. It is a site that aggregates summary content from multiple blogs into categories of interest. The source blogs feed information into Alltop by way of their RSS feed, but all of this plumbing is hidden away under the covers so that Alltop users don’t have to think about it.
Who Uses It
Alltop isn’t for you or me. It’s for friends and family and coworkers who aren’t yet surfing at the speed of light with Google Reader, or adding meta commentary via FriendFeed. It’s for our neighbor who still logs into AOL, or people who want to read a sampling of information without a lot of customization.
Why Should You Care
First, check out the various categories at Alltop. Is your blog a great representative of one of the categories? You might contact Guy and ask to be listed in that category. Second, this is another way to get people comfortable with using blogs as sources of information. Remember, you and I are IN this world. We forget that others still question the credibility of blogs.
What Comes Next
One of two things might come next to Alltop: advertising, or acquisition. If I’m Guy, I’m hoping more for B than A, but hey, if it pays for summer gas money, great. For the rest of us, it’s something to watch, as ANY opportunity to get the mainstream into our world is a good thing. YouTube and Hulu aren’t immediately the best thing for independent video producers, but the more people get used to watching content online, the more likely they are not to discriminate and try out new, independent products. Alltop works like that, in my estimation.
What’s Your Take
Have you looked at the various categories served in Alltop? Have you seen the representative blogs? What do you think?
