Intermedia

Social networking will cure baldness

I'm all for getting excited about the fast growth and rising popularity of social networking and fully embrace the power of new media. What I don't love is the gratuitous throwing under the bus of other media -- print and email have been popular punching bags for those who proclaim that social networking is so transformational that it will mean the end of other forms of communication.

There is no doubt that social networking is both changing and, I would argue, improving communication. Sites like Facebook provide an always-on, global, real-time, communication platform that has flattened relationships. It's less about where you live and what you do for a living and more about what groups you join and what old friendships you may choose to rekindle. There is also no doubt that the draw of social networking is broad. This week's Nielsen report, “Global Faces and Networked Places” has some great information:

- Two-thirds of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time
- Across the globe in 2008 activity in ‘Member Communities’ accounted for one in every 15 online minutes - now it accounts for one in every 11.
- The fastest growing group on Facebook is people aged 35-49 years of age (+24.1 million). From December 2007 through December 2008, Facebook added almost twice as many 50-64 year old visitors (+13.6 million) than it has added under 18 year old visitors (+7.3 million).

But, even with all of this, social networking is only a piece of the puzzle. Just having a "Facebook strategy" or a "Social Networking Committee" doesn't mean that you've figured it all out. There is a responsibility that comes with jumping into these media. A good communication program is all about relationship building and consistency. It's also about using the media available in the most effective way. Used propely, each medium in your toolkit -- print, web, email, social networks, twitter, the phone (imagine that) and in-person communication -- is powerful and can be used effectively. The challenge is to understand that and not lean too much on one to do all the heavy lifting.

Time to focus on your core

It seems that one positive outcome of the current economic correction (lemonade anyone?) is that organizations -- interactive service providers for the purposes of this post -- will have to be clear about what their core business is all about and execute on it. Plain and simple.

We've all gotten the pitches from well-intentioned design, hosting, and service firms that provide "best in breed" service across platforms, 24/7 support, email marketing, analytics, social networking and will walk your dog -- all for $50 per month. Problem is that they all to often don't have the staff or technology resources to do those things consistently or they can't generate enough business to sustain their model. They'd be much better off, in my opinion, doing one or two things with efficiency and consistency. That will win my support and loyalty as a client.

Don't blame them though, it's our fault. That's right. We, as potential clients, often issue RFPs that demand everything all at once and cast off companies that are too small or don't have plans to expand. We do it because the challenge of managing multiple suppliers is often a headache -- who wants to have separate companies handling email, hosting, fulfillment, design, etc.? No one wants it, but's less about what we want than what's best for the folks who should  be at the top of our list -- our end-users. The potential students, alumni, parents, legislators, friends, and others who are looking for easy, relevant communications and service.

They don't care who's providing what. They just want it to work.

So, next time you're talking with a provider, focus less on everything they propose to do and more on everything they are able to do. And make them prove that they can do it consistely and professionally.

The ragged edge

There is a lot of talk about being on the "cutting edge" of things -- new media, for the purposes of this conversation. As I think about it though, if you're that far out in front of everyone else it tends to be kind of messy doesn't it?

Our constituents and stakeholders often want programs to be on the cutting edge, but I it's probably more productive (and honest) to refer to that edge as ragged. Things aren't always going to work perfectly and there's some risk involved. Plowing new ground is rarely a clean process.

But, if the people involved and those who could be involved are game for some new thinking and accepting that there will be roadblocks and some bumps along the way, the payoff is going to be bigger -- and the whole process is going to be more exciting. I love working with groups or "clients" (yes, we use that word) who are willing to be the first with a new technology or program because they have confidence that we know what we're doing AND they know that there will probably be a few glitches, but that's where the really good stuff happens -- that's where we get to think creatively, problem solve, and often come up with a solution that far outpaces what we could have done with traditional thinking.

The point is that messy can be strategic.

Social media sustainability

So what happens to your communication program if you get hit by a bus tomorrow? Okay, that's really dark. How about this? What about you win the lottery and move to Fiji tomorrow?

Will your social media initiatives fall apart? Will your strategic communication plan suffer? Will anyone update your feeds and pages... or know why you were even doing it?

Developing and putting into place a strategic, focused social media program really isn't an option any more. See Andy Shaindlin of Alumni Futures,who writes, "if organizations don't seize the tools and start working outside our old silos, our audience will do it for us. Are you comfortable with that?"

What also isn't an option though is hiring a "specialist" or some students who know some FBML or can run a Flip Video (HD of course) and calling it a day. A sustainable program has direct lines drawn between the social media tactics and the overall strategic communication plan. It can be justified in terms of staff time and dollars spent. It has an impact that can be felt and would be missed if the whole bus/lottery thing happened.

So, the challenge is to integrate your social media plans into overall planning efforts and to communicate your goals and strategies internally just as well as you do externally. Talk about the technologies, how you're using them, and how the are meant to affect change or support initiatives.

Social media ROI

As budgets get tighter and print media get, well, less present, it's clear that electronic communications are becoming an even more important part of institutional media mixes. This should mean good things in terms of technological development, best practices, and professional standards. It will also surely mean more emphasis on ROI. As institutions invest more in new media, they are going to want to know where the resources are going.

Not a new conversation, of course, but one that everyone's going to be able to have in a hurry. The key, as I've always said, is the direct connection between the media or program and an overarching strategic communications plan. What is your institution trying to accomplish and how does a blog, Twitter or Facebook help achieve that goal? If you can't draw that straight line, or at least connect some dots, something's not right.

This isn't about monetizing social media or being able to derive profit from a Facebook fan page, but it is about seeing your social media efforts within a broader context.