The Power of Suggestion: What’s Missing?

There are several components to a Facebook Fanpage; and like Facebook itself, the one most frequented is the wall. People talk here and the brand director reads it and hopefully listens. But when businesses try to integrate a lazy marketing tactic such as begging the question, “What do you think?” it comes off as desperate.

As a consumer, I feel too pressured to make a decision right then and there, and when the topic is too broad and there’s no incentive to respond, I don’t want to participate. I need a narrative that will strike an emotional chord, not bland marketing. I need to know your product has my best interests at hand, so if I’m green and I find out from a wall post you’re not recycling your plastic bottles, I won’t give you the time of day. Better yet—I’ll become an enemy.

If businesses really want to grab consumers— online or off – they should continually ask themselves: “What’s in it for my fans?” Crest Whitestrips got it right.

Speaking to the misdirected companies on Facebook, how about a contest for the consumer who gives the best suggestion on the seven varieties of a new product, or perhaps something a little more creative like what a sweet tea business can do with all its wasted plastic bottles. How about a stunt PR tactic—a sensationalistic “World’s Biggest Bottle Statue” brought you to by the brand that needs a better place for its bottles. I guess it all goes back to traditional PR on a 3.0 platform.

If you’re wondering why you’re not seeing threads on a discussion topic part of your Fan Page, then buy me a toaster. I really need one.

...But You Can't Hide

An Australian court ruled this week that if a defendant cannot be found, Facebook is now a viable medium for tracking them down and serving court papers.

As you put your digital fingerprints online, you are leaving a permanent bunny trail of data behind. Not only are online actions irreversible, but they are making staying hidden more and more impossible. Everyone can make one of two choices about their digital fingerprint:

Option 1: Your online actions are unguided, unplanned, and unorganized. You forget that people are watching you and are forming a picture of who you are based on your online activities.

Option 2: You make an effort to create a purposeful picture of yourself online. As Jeremiah Owyang points out, Google search results are the new business card. When people search you, they can often put together a pretty good picture of what you are about. Not only can you not stay hidden, but now you must carefully craft what you want a 6-second picture of yourself to look like, as well as a more thorough investigation.

A few ideas to consider:

• What does your MySpace/Facebook/[insert social media community] profile say about you to potential employers? Your blog readers? Your extended family?
• Do you own www.yourname.com?
• Do you make it easy for an employer or company to get a quick picture of what you are about? A more detailed picture?
• Are any of your non-actions (or poor choice of actions) making you hidden or unqualified from certain opportunities?
• What are you going to do in the New Year to position yourself for success?

You cannot hide. But you can chose how you want to be seen.

Top Albums of 2008 - One List To Rule Them All

I have seen at least 15 different "Top Albums/Songs of the Year" lists this past week. Rolling Stone has several, Spin has their version, and there are even all the charts for top sales (digital and physical). While these types of lists used to carry more weight for readers, I don't believe they matter as much anymore.

In an increasingly user-generated content world, we can all become writers or content producers. We all have opinions and we love to share them. Instead of relying on the old sources for what is "hip" or "best" in music, we make our own picks and then interact with others to further develop the lists. We will still read the old lists for ideas, but if our favorite album isn't on it, we'll either go looking for one that agrees with us or we'll just create our own. We no longer have time for set-in-stone top albums lists; we need something we can interact with, something that has life to it.

Imagine an interactive community based around the "Top Albums of the Year." The main function of this community would be for users to create a "Top Albums of The Year" that complied all into one place. Everyone's opinion would matter and be calculated into one single list. The living list could be viewed as a whole but also could be sorted based on country of user, sex of user, genre of music, etc. The community would work on a single-entry voting system that would help to avoid rabid fan-boys from sitting on their computer for hours just voting for Fall Out Boy or Miley Cyrus. An interactive community like this could easily be turned into a way to find new music, rally fans around a band that was deserving, or showcase your opinions (not to mention, make money for the music industry). Giving users an incentive to share their lists and interact would help to keep people coming back and checking how it had been developing. When the clocks flipped over to Jan 1 12:01AM the list would lock in and be announced within the next week.

What do you think? Good idea?

Leaner and Meaner in 2009

Over the past week, I didn't have the internet at my house. No Twitter, no RSS feeds, no Facebook, no email. And it wasn't the end of the world.

I realized that there were many things that I spent time on that were unnecessary. There are so many ways to get wrapped up and consumed in our social networks and internet habits that we ultimately waste a lot of time. Not having the internet for a week (in the evenings) reminded me that I don't need to refresh my Twitter page every minute to read what everyone is saying. I can improve the way I use my time.

Once better systems are in place to measure the impact of social media efforts and the mainstream more readily adopts them, will those social media efforts be lean and mean enough to be worth it? To improve the ROI of social media, it is going to become very important for us to get rid of the factors and habits that waste our time.

I want to hear your plans to "cut the fat" from your online activities in 2009. Suggestions?

How To Not Get Hit By A Shoe

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