Facebook Friday: Social Commentary

Despite all of the iPad 2 buzz dominating the news headlines, Facebook has still had a pretty good week. Not only are the latest rumors claiming that the social networking giant is valued at $65 billion dollars, but Facebook also released a massive third-party applicable commenting plugin earlier this week as well.

The commenting plugin closely resembles what you would see on a user's wall, with threaded comments that can be liked and voted on. The comments can also be synced to the user's Facebook page, leading to two primary advantages:

1. If you're already signed in on Facebook you don't need to re-sign in to access the commenting feature, making it easier for people to comment on articles.
2. The use of people's real names should theoretically cut down on the trolling that usually plagues the blogosphere.

The system is far from perfect however, with a few major issues still in need of tweaking.

1. Because the system requires a Facebook login, anyone who works somewhere that blocks Facebook will have to wait until they're out of the office.
2. Another downside of profile syncing is that if people reply to a comment in the Facebook News Feed it could end up on other sites. This could lead to a lot of non-sensical inside jokes in commenting streams.

The other question still looming is what this move means for Disqus, the commenting plugin startup that has been very popular the last couple of years. My guess is that it will be very similar to what happened to Foursquare after the launch of Facebook Places. In that scenario, many flocked to Facebook Places because of its huge built-in user base. 

However, in the end both services have managed to coexist, and I think we'll see the same thing with Facebook Comments and Disqus within a month or two.

10 Rules for Blogger Etiquette

Most of us read blogs (you are reading one right now!), but do we know proper etiquette as a reader? Here is a list of suggestions for proper behavior when reading and interacting with a blog.

1.) If its your first time commenting, introduce yourself. Bloggers love to meet their readers and develop relationships with them. Let the blogger know where you found their blog and a little about who you are (but don't over promote yourself).

2.) Do not (immediately) self promote. Don't do it. Nothing will tick off a blogger quicker than if you enter their blog space, give nothing back to the conversation, and then plaster the comments with an unwelcome ad touting your work. Add value to the conversation, build a relationship, and work to naturally earn the attention you are seeking.

3.) If you read often or found the topic helpful, leave a comment. Blogging consistently about relevant topics can be hard (we post on Daily Axioms at least once a day), and leaving a comment is where writers can find the energy to keep working hard.

4.) Put quality into your comment. While its nice to leave a "great post!" remark for a blogger, its even more helpful put some time and thought into your comment. Leaving additional links and resources that add to the conversation will show the blogger that you read their post, understood what they were talking about, and want to be in the dialogue of the conversation.

4.) Read the other comments before leaving your own. You wouldn't come into a room and jump into the conversation without listening for a little bit first. Your idea or comment might have already been said, so make sure to get the full picture of where the conversation is at before sticking your foot in your mouth.

5.) If you found the topic helpful, click an ad. I got this idea from Seth Godin, and it has really changed my thinking about online ads. Clicking the ad is an easy way to throw a coin in the tip jar and say thank you to a blogger. Its free for you, only takes half a second, and rewards good content when you find it.

6.) Share the blog or post in other places. Another way to show the blogger love is to Tweet a link to their post, bookmark it on Digg, or send it to a friend on Facebook who would find it helpful. Bloggers will see this as an act that builds relationship and trust.

7.) If you are leaning towards commenting anonymously, think twice about what you are writing. A lot of people think that if they post a comment anonymously, they can write whatever they want. I have read a lot of horrible personal attacks and unfounded remarks made by anonymous commenters. Its okay to disagree, but do it in a constructive and respectful way.

8.) Do not mass email/pitch bloggers. This should not be done with newspapers or television either, and bloggers will delete your email just as fast. Figure out who the author is, read their blogs posts, and then if you still think your product or service would interest them, find the most appropriate way to let them know about it. Pitching yourself on their most recent post probably isn't the best way.

9.) Point out spelling errors, but do so discreetly. No one is perfect and when a grammar mistake, spelling blunder, or broken link slips through the cracks, bloggers want to fix the error as soon as they can. Help them out by kindly letting them know. Once again, a better option than a comment is to Tweet, email or Facebook them through a DM or private message.

10.) Stop lurking and join in! Become part of the conversation (notice the reoccurring theme yet?) and let the blogger know you are out there. Bloggers are not unlike you and can be very approachable especially if you just apply the Golden Rule. Who knows what mutual benefit could be formed if you actually got to know them?

I know you all have other suggestions. What are some of your rules for reading blogs?

No Comments? You’re Such a Journalist!

Are you in bitter angst over never receiving a single comment on your latest blog post, good or bad? Thinking like a journalist might have something to do with it.

Observe the blogs that generate 210 comments on a post. TechCrunch comes to mind in one of its recent posts about Twitter being a news source. I was riveted by Arrington’s comments within the post and I resonated with it. But rather than bury myself among those 210 commenters, I’ll revel in the glory of it here by offering some valuable information.

Blog content should be original, not regurgitated unless it’s a HUGE topic. The best kinds of bloggers are ones who think like “publishers” not journalists—something I learned from social media guru David Meerman Scott. Journalists are entirely known to regurgitate. All we ever read in newspapers anymore is the same mumbo jumbo that Joe Schmo covered the night before--- or even weeks earlier!

To better say it, think like a salesperson and how you can offer the highest quality product. In this case, and in every social media case, it’s content. Comments are the sales and indicate whether or not people buy what you are saying.

The New Print News: Customer Service Complaints

Any PR agency coming to grips with the fact that, well, the pitch isn’t biting in print might have better luck by fabricating a really nice story that features a customer and his/her own worst enemy: customer service.

A strategic ploy now very much a reality at print news outlets, reporters are reporting out the “crux of the matter,” what every customer wants to hear – and readers are responding in the embedded comments box. Who wouldn't want to hear and continue a thread on bad hotel service, because I too didn't get hot water when I wanted a hot shower. What's worst-- no one was at the front desk to remedy this situation. Ahhh... putty in a reporter's hand.

I remember the days when family-centered stories were all the rage, but as circulation numbers dwindle, so does a reporter’s time and energy in seeking out rich content that does not appeal to the masses. Customer service forever and always will.

If you don't agree, check this out. I wouldn't want to be this hotel brand...

Your Online Democracy

Democracy is happening online, because every time a comment is made—change is imminent or entirely avoided. Today’s marketing is customer service and though this isn’t new to the digital PR attendees of the world, it still sends the majority.

A person’s comment is now so much more powerful than what a marketing research team gathers from a paid-for focus group. Yes, those TV ads do say these people weren’t paid for the ad, but who wouldn’t love having their mug on TV? I raise my hand in embarrassment.

The new integrated strategy that should be part of every campaign (starting with research) is comment moderation. The tactic-- subscribing to the RSS feed comments pertaining to your client, your client’s product or service, and topic of interest for your targeted media contacts. Boy would that save you time and energy in place of your exhaustive search on Google’s front page.

Consider scrolling below those USA Today or New York Times articles, those blogs tied to top 50 publications and reading the 21 or so complaints from customers who have really experienced the journalist’s cutting jest about a service or this-just-in bad news. It may come as a shock to hear that your customers don’t want flare; they want simple. In immediate response, you change those key messages and give your product, service or simple PSA announcement (are those still happening?) a makeover.

It’s time to listen to your customers online. Remember they are your audience and can turn to or away from you—if you don’t hear them.

Be Nice Or I'll Sue You

UK citizen, Chris Read, is facing legal action after leaving negative feedback on eBay. Chris purchased a phone from the auction site, but when receiving the phone it was the wrong model and wasn't in the "good" condition described by the seller (scratched and chipped). After leaving an honest and non-threatening feedback response, Chris was contacted by the seller with a legal notice threatening a court case for libel. While the buyer's comments were honest, the seller claimed that he was hurting the store's reputation and its ability to trade and make money.

Obviously, the seller handled this wrong. Instead of blowing up at the honest buyer when they were the ones at fault, maybe the seller could have used the mistake to go out of their way to fix the problem. A few years ago, I bought a CD online (Amazon I think) and received the wrong edition compared to the one advertised. I sent a message to the seller, who immediately apologized for the problem, and refunded me for the purchase, but let me keep the album for free. Sure, it wasn't the exact product I wanted, but I was satisfied by how the seller handled and made right the mistake.

There may be two lessons to learn here. 1.) We have a choice how we handle feedback. How we react can isolate our customer further, help us improve our product, or even surprise them in a good way that would make them want to tell their friends. Everyone knows that bad service is passed along seven times more than good, but never underestimate the power of surprisingly good service. 2.) The market is free to comment on your performance. It is important to let ridiculous and unfounded claims blow over. Truthful comments - especially when negative - will provide the greatest and most valuable insight to your brand, but only when handled properly.

Saturday Open Thread

This may become a weekly feature, but I wanted to pose a question and get your feedback in the comments. The question is....

What will Twitter look like in 5 years?

Leave your thoughts in the comments and invite others to chime in!

Clay Aiken and Citizen Journalists

She may not have been the first woman to announce this (Rosie O'Donnell), but a stay-at-home mom blogger outed Clay Aiken before the media did. Featuring baby news and celebrity gossip, this stereotypical mom blog featured a quick blurb about the happy couple's baby boy and the surrogate mother involved. Then People, USA Today and a number of radio stations proclaimed: "I'm gay, says Clay Aiken." And it was all this week. Her post: months earlier.

It just goes to show that bloggers are better at keeping up on things than even the hottest celebrity critics... and any beat reporter imaginable. Social media and networking devices are paving the way for citizen journalists and the new flow of communication will only continue. Bloggers, YouTubers, Twitterers, and Facebookers are reaping great benefits. Black and white for a group, event, or product otherwise overlooked-- if only attached to a news release-- isn't bad at all. I'm keeping my eye out on you, America, as both a participant and creator of opportunity.

But if you do consult a blog source, you might want to check out frequency of comments, number of unique visitors per month, and if they're blogging about their bad day more than once-- remove them from your RSS feeds.

Explanation of YouTube comments

If you put a video up on YouTube, you should be prepared to face some hatred in the comments field (most people expect praise, hence why most videos are posted). I'm guessing in about 99.9% of videos with over 500 views, you will find a horribly offensive or inappropriate comment.

"Some of the comments on YouTube make you weep for the future of humanity just for the spelling alone, never mind the obscenity and naked hatred."
- Lev Grossman, Time Magazine 2006

This type of open criticism is worrying to companies that want to go viral; but it shouldn't stop them. There is the option of of blocking comments, but by doing that you would also block positive comments and important feedback.

Mike Wesch gives his formula for obscene comments below.

anonymity
+
physical distance
+
rare & ephemeral dialogue
=
hatred as public performance

Message to companies putting a video on YouTube: don't fear the negative comments. Most importantly don't take it personally and lash out against people, unless of course, you want to unleash The Streisand Effect. But I wouldn't think so.