Posts Tagged ‘social media’
Boss No Like Social Media
Mashable reports that employers are not all hep on giving more social media freedom to employees.
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It seems the spread of negative information is their persistent nightmare fear. There are all sorts of main courses and sides to this tasty debate, but one thing a boss might consider is taking a longer-term look at the issue. Yes, we all know how easy it is to waste hours on Facebook. And many of us are starting to assume Facebook will give way to something else, George Tannenbaum thinks it will happen by 2017. I expect a rising Facebook backlash. But whether a backlash happens broadly, something will rise in its place. That’s because once people realize they have a voice, there is no going back.
But a longer look at giving many people a voice recognizes at least two facts:
- The era of sovereign control over you employee’s voices is over. Despite what Vladimir Putin thinks and does, what you allow or forbid workers to say at the workplace matters less and less when you don’t control the technology residing in a pocket. And conversations about your work are already in progress, whether you know it or not.
- Reasons and a few simple parameters beat “No” every time. All anyone wants is an explanation. It’s a grown-up thing to explain the reasons behind a choice that affects others. An explanation moves a team in the right direction. Even an explanation like my friend offered a two-year old visitor at his party. The toddler wanted to pick up a little poodle who had no intention of being picked up by the toddler: “You know what, Jenny? This is a Wiggly Dog. And no one can pick up a Wiggly Dog.”
Even if you have to make up a new category of canine, it’s worth an explanation. Of course, an explanation invites questions. Simply put: bosses need to get used to hearing voices. May as well start planning for it.
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Image Credit: via Retronaut
Copywriting Tip #5 for English Majors: Why Voice Matters
The human voice will always reign as king of communication.
words contextualize our presence and vice versa
I recently talked with a pastor who opted out of social media. Entirely. If he wanted to connect with someone, he picked up the phone.
“That seems anachronistic,” I said.
“No—that’s how I connect,” he said. “I talk with people.”
And then I realized: Yes! The sound of the human voice will never go away entirely. People may joke about removing the phone app from their phone, but that remains a joke. There’s something about the human voice that demands a response and always will. The human voice has a directness that goes beyond any technology, whether text or tweets or simple words on a piece of paper or images scattered on a cave wall. When our advertisements don’t get through, when our emails fall short, when our Facebook message goes unanswered, we go stand in front of someone and ask our question.
The human voice will always reign as king of communication–it says “I’m here. I’m present.”
Students in my professional writing classes at Northwestern College wander the web with ease. But they are loathe to pick up the phone to talk with people about potential job prospects. This is, perhaps, a pitfall with pursing writing. But perhaps the pitfall itself can show the way forward.
As copywriters we try to use that voice. We mimic it by writing in a conversational manner. With short sentences. We try to “sound” like the voice—“sound” because the sound is in a reader’s head (so—not really a sound). The more our writing sounds like the human voice, the more invisible it becomes—with the goal of messages that get into one’s mind without someone remembering they just read something. Kind of like how you drive to work everyday.
Unconvinced? Check out this German ad (and below) about organ donation. The pathos in the voices is unmistakable, even if you don’t speak German. But the voice is magnified by the dialysis chair. In the train station. It’s a bit of theater that amplifies the voice.
Context switching—from hospital to busy platform—becomes that platform that makes the human voice all that much more effective. The voice, plus the human before them—hard to resist. And emotion is a definite part of this.
Moral: “Write like you talk” is good advice. And not easy to achieve.
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Image via thisisnthappiness
What does a “social” church look like?
What Does a Social Anything Look Like?
hey-let's unlock our solipsism
We talk a lot about “social” but often marketers and corporate communicators practice the same old monologue and one-way messaging characteristic of the last century—they just shrink and divide their messages into packets of 140 characters and broadcast them through the channels people happen to be listening to at the moment.
For most of us “social” means only broadcasting through relatively new channels. We mostly don’t get the listening part of dialogue. This deafness comes from a deep place: this human tendency to see ourselves and our thoughts—our messages—as the axis for all that happens in the world. How could it be otherwise, given that we experience every part of life through our senses: the world comes to us as images, sounds, tastes, feeling and odors?
Certainly that is the case with profit-seeking entities like corporations. We monologue because we want people to buy our stuff. Same with churches: leaders broadcast what they want followers to hear and act on. Same with any organization.
3 Lessons and a Revolution
I’ve just finished my third run at teaching Social Media Marketing at Northwestern College and yesterday was my favorite day: when the students present what they learned from their social media excursions and community building activities. They learned:
- That the most tautly-orchestrated rhetorical strategy falls apart pretty quickly in the face of the opinions and interests of their audience. Students become completely captivated by hearing others respond to their words and ideas. These responses are especially enticing after years of writing papers only for the professor’s eyes.
- Try-Fail-Adapt was a motto we took from our texts and nearly universally adopted. This is the way forward with building communities using social media.
- That vague “interesting” titles and headlines don’t pull readers nearly as well as solid simple titles and headlines. And that putting a number in a headline produces a bit of magic. Something women’s magazines have practiced for decades.
One notion that threaded its way through the presentations was this subversive, revolutionary aspect of working with social media. When you look beyond today’s tools as just more broadcast channels and see that people are given a voice, the world starts to tilt differently. People with a voice. A voice that agrees with leaders. Or not. Voices that speak back to power. We’ve already seen those voices collecting around the Arab Spring, Putin’s Russia and our own Occupy movements. What will that look like as people slip into ownership of the church? Because it is sure to happen there as well. Will leaders learn to lead collaboratively and by pulling people toward them? Or will leaders rely on pulpits and authority structures for their power? And how long will that tactic last?
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Image credit: Neatorama
Mega-Church or Micro-Brew?
What’ll it be?
Are beer wars an apt analogy for churches? Maybe so. Walk with me:
My friend and I are cooking up a book proposal for how the church can use social media. But a major disagreement stands between us: Do churches really want to go where social media leads? Groundswell (Li and Bernoff), which I use as a text in my Social Media Marketing class, makes a compelling case that the end-game of social media is people participating in product development, in customer support, in sales and—generally—in decision-making. Businesses using social media only to broadcast messages (the old marketing monologue model) will be left out of the real conversation as it continues around rather than with them. Many corporate overlords resist this new communication freedom and stay out of the conversation—until forced into it.
What about churches? My friend thinks the future lies with mega-churches that typically retain control of as many outward and linking messages as they can—for the sake of efficiency. I believe nearly the opposite: that we’ll see more churches that require less control of messages so as to actually invite people to bring their voices and contribute. I see as problematic the requirement of multiple overlords, presidents, governors, lieutenants, elders, council-people—you name it—just to keep the big ship moving. Multiple overlords tend to squash multi-directional voices.
Back to beer: There will always be Budweiser and Miller. But last time I checked, that’s not where the market growth was. The growth was in the micro-brews. My explanation for that growth: people realize they want beer that tastes like beer rather than water. Same with churches, there will always be a few mega-churches around, but the real growth will take place in smaller congregations where a definite personality develops because many voices are being heard and are actually participating in directing the community. Or perhaps growth will take place in those mega-churches that make a way for spectators to become contributors with voices.
And now back to social media. I contend that social media naturally leads to a democratization of leadership and a multiplicity of voices—two genetic traits not found in the DNA of most hierarchical mega-churches. But they could be in the DNA of smaller congregations (but, clearly, authoritarian leaders exist in any size organization).
At least two glaring problems to all this:
- I’ve oversimplified my argument by casting big as bad. That is simply not true. Very big churches can be very relational and very flavorful (to push the beer analogy). And there is clearly an attraction for churches that hold firmly and broadcast the Bible’s message of the God bent on reconciliation. Maybe big churches can also admit a multiplicity of voices. I just haven’t seen it.
- Even Groundswell recognizes that only a small percentage of any online population serves as creators. A slightly larger population functions as critics. But the great majority of folks online are spectators. Test your own population here. Maybe that’s the same population that fills up the back rows of any church or college class—those who prefer watching. So while I’ve noted that social media provides the opportunity to amplify one’s voice, few actually take advantage of it. Maybe that will change. Maybe it won’t. The truth is most of us are pretty happy to not lead.
What do you think? Does social media lead to a place churches really want to go?
Postscript: I believe the opportunity social media presents has a theological component that moves us closer to the creator’s intent for communication. More on that later.
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Jeff Nunokawa & People-Centric Scholarship
A recent New Yorker Talk of the Town feature showed Jeff Nunokawa practicing his scholarship on Facebook. Rebecca Mead’s article “Earnest” compared Dr. Nunokawa writing his first book in a windowless basement with the way he connects today with his Princeton students. His “meditations” get read because they are brief, accessible and located exactly where his audience spends their time—Facebook.
“…I like the social-media element—I want it to be sociable. It’s not that I don’t want to be a scholar, but this is how I want to be a scholar.” (The New Yorker, July 4, 2011, 19)
Something good is happening here. And the good thing is not that scholarship is dumbed-down or going away. Tightly controlled, peer-reviewed articles using insider-only language will continue as a means of advancing scholarship. But this good thing is a fresh emphasis on accessibility: making the connections so more people can get pulled into the excitement of understanding. You may call it low-hanging fruit. But this copywriter sees it as a ministry to the human race.
At the moment, the academy doesn’t reward this: popular retelling of scholarship is often not tenure-track stuff. But the institutional gatekeepers will not have the last say, as more people join these ongoing conversations.
Something good is happening. Something new. I welcome it.
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Image credit: Scott Dadich
Verbatim: Tell Other People’s Stories
In which I learn from my students
We see better together
We just finished our Social Media Marketing class at Northwestern College. One of my favorite assignments was when the students critique their own social media efforts: their Facebooking and Tweeting and especially their blogging. Each student established their own direction at the beginning of the class complete with written goals and objectives. All for the purpose of establishing a community in just a few short weeks.
Students learn great lessons. They learn about how details and minute specificity can help their work be found by search engines (that is, by people using search engines). There is always a moment of triumph when they get their first non-class participant. They learn that a number in a headline pulls in readers. They learn how commenting on other people’s work is another way of polite conversation that also helps expand their reach. Of course I am being reminded and learning afresh all the same things. My favorite learning this time:
“I began by writing about what interested me, but I’m learning to let my audience guide the topic choice by what they comment.”
This is a mature understanding. She went on:
“I’m realizing that this blog is not about what I know and can provide, but about what the community of writers can share with each other.”
Writing our commonality has a way of inviting others in. It is a way of telling a story together. We talked about “psychic income,” which we defined as the intrinsic reward we get from helping someone else and how that helps others participate to build the story and the community.
Her comment also speaks directly against the notion of a self-absorbed generation. Here’s a person learning to put the needs and interests of others ahead of her own. Not that she was any more self-focused than any of us: we’re all struggling to fathom how to set aside our personal, angsty issues to see what’s going on in others. Telling other people’s stories is precisely the beginning of drawing together a community.
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Photo Credit: xplanes.tumblr.com
Schwarzenegger, Total Recall and the Offspring of Error
How does sharing mistakes affect our relationships?
Sharing can be painful
Today’s shocking revelation takes the form of a ten year old child as part of the reason for Arnold’s impending divorce. It seems the Governator worked a bit too closely with the hired help. Not that the child is at fault—and I fear for the child’s unwanted celebrity status. And this: divorce and broken relationships are not good and no child should be hidden. But there are lessons to learn.
Recently in our Social Media Marketing class we discussed how sharing failure draws readers toward us. Failing at preparing a particular facial mask, for instance helps us sympathize with the beauty enthusiast. Negative reviews at a website help offset glowing reviews and hint that the positive reviews might not just be cherry-picked. Poised to buy some spendy item, we look closely at the negatives to balance the positives. On a personal level, sharing our failures has a way of redeeming our relationships and drawing others toward us, though who knows what that might look like for Mr. Schwarzenegger and Ms. Shriver.
One of the underlying themes as we move toward this social sharing world is that companies no longer control the monologue because the monologue is now a dialogue, whether they like it or not. Letting go of control will mean less pleasant communication about our product or service will certainly surface. The question becomes how we deal with those negatives. We won’t be able to play Terminator. Instead we’ll need to share our true lies.
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How Could this Book be More Interesting?
I’m about to go fishing with my Listentalk book proposal (via www.ChristianManuscriptSubmissions.com). How could I make the summary (below) more interesting? Be honest. People respond to these posts by email, on Facebook and occasionally right here at “Engage.” Vent your spleen. I’m listening.
Listentalk: How Simple Conversation Changes Your Life Every Day
Why does one conversation make you scan the room for escape while the next sends you breathless to register to run a marathon—though you hate exercise? Listentalk: How Simple Conversation Changes Your Life Every Day shows how humble, mundane conversations have the power to turn our life direction every single day, by:
- Reminding us of the pivotal conversations that have shaped and sculpted our own lives. Like the chance comment to your 18-year-old-self from an acquaintance about a “school you should check out,” which sent you a direction that ended in law school, marriage and being appointed as a judge (true story).
- Showing how God purposefully composed the human condition so that while we are limited, we are limited together. Conversation has a way of bumping out our human limitations in extraordinary ways, so that my lack of understanding leads to a discussion that sheds light on a key topic but also opens an opportunity to pursue the work I love.
- Exposing the component parts of listening and talking so we can better understand how God speaks to and through us
- Providing practical insights into how we can listen and speak for powerful good every single day—including wise use of social media
Today’s incendiary and vitriolic talk leaves people feeling weary and soiled. Listentalk refreshes Christian adults, Sunday School classes, small groups and college students by reminding them of the wonder, curiosity and serendipity that have been part of the deep verbal connections that have shaped their lives. These deep connections have often sprung from the unlikeliest of mundane conversations.
Listentalk tells stories of conversations that both suggest and model an extraordinary set of expectations and outcomes for ordinary talk. Listentalk helps people see verbal, visual and other-sensory conversational episodes as the powerful shaping tools they are—and provides suggestions for making them even more powerful. Unlike possibility-thinking, self-help books, Listentalk is grounded in the nature and actions of the conversing God of the Bible who expected and realized world-changing outcomes from each conversational episode. Listentalk frees readers to see daily conversation in a very different light by inviting readers to reach out in trust to each day’s conversational partners—an ever-expanding set of partners due to changing attitudes (about communication, authority and the loss of gatekeepers) and developing technologies.
Listentalk offers a primer on navigating the growing social media space as redeemed conversational partners. Creating communities of target audiences is the new marketing strategy. Leading public conversations by reaching out with dialogue that gifts and blesses is not only supremely Christian, but supremely strategic.
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Sinister Egyptian Texts
"We're here to help you."
Vodafone and France Telecom SA were forced by the Egyptian Government/army to send texts to their customers, the Wall Street Journal reported Friday. The texts had to do with “national security and general safety.” One example texted message: “Egyptian youth beware of rumors and listen to the voice of reason. Egypt is above everyone so protect it.”
The Egyptian government/army would likely argue those were not threatening messages, and were intended for general safety. But every time an institution speaks to an individual with an institutional voice, the results are less than believable. In this case, they were wildly unbelievable—given Egypt’s continued attempts to break up the persistent crowds and silence their demands. None of the actions of the increasingly desperate Egyptian government actions are at all surprising given their general shut down of the Internet.
The medium hobbled the institutional message by showing up on private phone carried in a private pocket or private purse. This alone makes national security and general safety messages extremely threatening. One thing the messages through the medium made clear: the army has taken control of private industry and will force their message into your personal sphere.
That’s not the right message for this revolutionary crowd.
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conversation is an engine 